Challenge: Reconfirm MINI drivers’ choice and generate new leads with a budget of just Euros6,000.

Solution: A promotional email requesting MINI owners to print out and display a 'MINI NOT FOR SALE' sign (with the telephone number of their local MINI dealer).

Many enthusiastic MINI drivers put up the signs and sent us photos and compliments (‘Superb! Keep it up', 'Only Mini can do something like this')A simple piece of paper, seen on motorways and online, generated numerous promising leads.

Results emails opened: target 51%/realised 70%. Photos received target 5%/realised 7%.