Considering the insight of our idea was to parallel the similarities of the Sprinter transporter and a computer folder; why? Because both can contain more than one would imagine. Therefore, we created a special “Sprinter Folder”, loaded with multiple subfolders, whose titles and icons made up a story about the Sprinter. Thereby, we combined personal email-marketing with an innovative, interactive accessory, being perfectly in line with the product.

Another strength of the idea is the cost-response-ratio. Using a computer folder as a vehicle doesn't cost a thing and "drives" through the Internet to his recipients for free. 144 dealers sent the “Sprinter Folder” to their clientele. We reached an average response quota of 18%.

Additionally, 50% of the people who responded to their dealer's mail did a test drive in the new Sprinter, which was the goal of the campaign: to make the new Sprinter an experience.