A high quality, safe and fun to drive car for less then €8,000? Sounds impossible, but it's the "Art of offering a true, authentic Ford Ka for €7,990". This idea has been carried forward by presenting the car in different styles of art (Van Gogh, Miro, Warhol) and by putting it in a museum-like surrounding. Logically, customers are invited to an art exhibition at the Ford Dealer.The campaign comprised a direct mailing, an email, online advertising, a microsite, e-cards, wallpapers for Mac/PC, a promotion and point of sale activities.

Email response was outstanding because the addresses were solely hot prospects and owners of the model. Email response rate: around 35%. Other results were not available at the time of submission.