The 'Missing Key' Mailer celebrates the universal human truth and time-honoured notion that we all want what we can’t have. Add a dash of that other powerful human emotion, envy, and you command people's attention.Right up front, the shadow imprint of a 'Missing Key' sets a playful tone for the audience to follow. Once opened, the call to action of 'Don't let them have all of the fun' leads directly to the test-drive offer as a valuable reward and the perfect revenge.The reader’s experience is further enriched with product imagery and details that exude luxury and performance.

At the time of submission, 3.85% response has been captured, merely three weeks after the mail drop. (Programme ends April 2003.) This piece is well on track to exceed its target response rate of 6%.