We needed to awake interest and the perception of the incentive. We used one mailing containing the information and participation rules and to create a competitive spirit the dealers received a monthly report of results with their position in the ranking. The message was that they will participate into an atonishing and competitive adventure, an extraordinary challenge as that achieved by the Space Pen: to overcome hundreds of tests to get into Space. The incentive was a free trip to a place that will not be discovered until the end of the programme.

100% participation. It is the best-rated incentive by the Ford Dealer Network.163 dealers participated.118 were classified (72.3%) and 84 dealers won the incentive.