We didn't have any news to communicate. Our only message was "Test it – now!" So we 'super elevated' the test drive in a creative way, pretending it's a kind of event, called "The Jaguar Test & Drive 2004". In line with the target group's mindset, they received a VIP-Package for this "event". The look and feel was exactly what people are used to from other VIP-invitations, such as backstage or pitlane passes.

Making an event out of a simple test drive and communicating it by the look and feel of a VIP-package worked: 5,000 persons received the package, 1,006 were interested in a Jaguar XJ Test & Drive, 937 requested brochures and price lists. The response rate was approximately 20%.