DM: Response rate 8%. Cost-per-response £29.45. 3% test drive requests (over 1,200, versus 400 objective), therefore cost-per-test-drive £73.83. Online: 24,657 unique visitors.

Conversion to sale – 27%. A record ROI for Mercedes-Benz – 55:1.Work featured in Mercedes magazine (220,000 database). Lead story in internal comms across Europe.