BMW normally dominates the luxury performance segment. Their engineers gloat over it. Their advertising is smug aboutit. And their owners who pay thousands of dollars more - absolutely count on it.This mail piece reminds each prospect that as a good neighbour, you should be ready to offer a tissue to BMW owners when you politely show them proof that your new LS can 'smoke' their BMW in handling.With no money for a test drive incentive, all we could offer our prospects was bragging rights and a clever way to view comprehensive test results on the Lincoln website.

The reported retail sales from this piece were in line with projections and of the 20,975 prospects who responded, 3,548 or 16.9% visited the dealer for a test drive of the vehicle. This impressive performance far exceeded the projected response rate of 6%. ROI was an outstanding 430%. Embarrassment for BMW owners was ... immeasurable.