As this pack mailed a year before the likely purchase date, it was designed to create no more than a 'smile in the mind'.

It will be followed with a more direct and tactical messaging later.So, we wanted people to feel something (warm towards the brand, and desire for the vehicle) – ahead of doing something (buying the vehicle).A letter that turned into a kite certainly delivered on the first objective. And it was an unexpected bonus that it generated some response, long before it was expected to.