Send an F1-specific pack to 2,500 top media planners and buyers in London, Manchester and Edinburgh.

The “tacks on the track” creative was the latest in a line of trade-specific communications from the Guardian alerting the media-buying community to upcoming supplements.

This target receives a lot of mail – usually slightly enhanced versions of consumer campaigns. We needed something that related to the Guardian’s F1 consumer campaign but was unmissable and clever. The consumer TV and press contended that the only way to make the upcoming season interesting would be to “Stop Schumacher” – our idea took this as a starting point.

This is a part of a year-round relationship-building campaign with cumulative results – but of course each separate mailing is researched for awareness and impact.Telephone research (sample = 100) revealed awareness levels of 67% and 100% positive recall among recipients of this particular mailer.

On the streets, the paper saw an uplift of 46,000 copies (against a target of 40,000).