The solution was two-fold:1) Develop a 3D mail pack for dealerships, educating and informing them about the campaign, and introducing a 'Test your Barina IQ' test to increase their product knowledge. 2) Combine this with a mailing to prospects: existing Barina owners, as well as a prospect list of females aged 45+.Given our limited pool of names (7,000), our mail pack would build a base of 'hot prospects' (people who had taken a test-drive but not purchased), 'warm prospects' (those who had responded, but not yet taken a test-drive), 'friends' (from a referral request included in the pack) and 'loyalists' (existing Holden driver responders).

Our campaign generated excellent cut-through with the dealerships – several commenting that the work was the best ever from Holden. And our consumer mailing generated a 1.3% response to test-drive. Conversion to sales is hard to track as Barina imports were delayed unexpectedly – but this resulted in a forward-ordering surplus by dealerships! Additional friend-get-friend names added considerably (20%) to our prospect list for the future.