Launch the fully-imported Ford Mondeo by playing up its stunning good looks, impressive features and innovative technology. A well-regarded vehicle in the European market, in Australia it has some perceived 'baggage' from its previous model.We needed to persuade Ford prospects that the all-new Mondeo was worth finding out more about. And we wanted to generate levels of excitement and interest in Mondeo more reflective of its sales performance in Europe.

A beautiful, oversized book highlighting either the beauty or brains of Mondeo, depending on which way it was opened. Pages opening to the left highlighted looks and design. Pages opening to the right highlighted technology and features.Form and function come together at the heart of the book as it folded out to reveal a huge colour spread of the Mondeo.

Ad hoc feedback had consumers saying this was the best mailing they'd ever seen from Ford, and when it came to actual results, this mailing beat its forecast by a very impressive 83%.