We selected new media and direct mail as the right blend of targeting and fresh routes to market to launch the new Elise car in UK, France and Germany. The maverick British movie director Ken Russell (Tommy and Women in Love) directed the viral movie. From email and address lists of purchasers and likely prospects, we despatched the unique viral ad. Unique views were encouraged (and send to a friend) as your name appears in the movie. More startling the movie shows a scrapbook of Lotus images being prepared. Two days later the actual scrapbook arrives on your doormat. The brochures gained a 38% response rate.