We used two strategies.1) Developed a 3D mail pack to dealerships, giving them a pocket guide on the car (a handy reference at point-of-sale) and incentives to encourage dealers to make test-drive appointments with consumer-generated leads.2) Develop a 'fashionable' mailing to both existing Astra Classic owners and prospects garnered from a developed list of high-socio female homeowners and a business list of decision-makers in the fashion and design industries.

The theme, "Make a date with a supermodel" allowed a flirty, fun and 'hot' image to be developed for the mail packs to both dealers and prospects. And achieve cut-through.To increase conversion to sales we encouraged dealers via weekly campaign updates and created a campaign microsite to drive response online.

Our campaign generated excellent cut-through with the dealerships. Our mailing to Astra owners generated a 2.8% response, and to the created list, a 1.2% response. Best of all, Astra sold out its entire launch inventory of 100 cars!