The Mailpiece comes across like a letter from a friend, not like advertising from a car manufacturer. The German Jaguar X-TYPE product manager shares his impressions of his first test-drive: a weekend trip to Milan. His personal letter is accompanied by perfectly faked “souvenirs” (photos, notes, ski pass and restaurant tissue) that transmit his personal experience and awaken interest in a test-drive.

Total response 4,1%. 60.000 mailings were sent. 2250 requested brochures and price lists, 1.625 requested test-drives, 217 requested consultations. There were some unusual reactions from the audience: They took up the idea of the mailing and answered with their own personal letters and souvenirs of their travels.