To encourage people to test drive and experience the maneuverability feature of the Mini.

Driving pleasure is something that is best experienced. To give the consumer a firsthand experience of maneuverability, we devised the idea around the product brochure itself. The brochure was packed inside a specially designed envelope added with extra fasteners that demonstrated how agile and easy it is to maneuver the Mini on turns or sharp corners (as freely as you move your hand).

The phenomenal increase in the number of people coming forward for a test drive suggested the success of the direct mailer. Since the mailer gave a firsthand experience, more and more people wanted to enjoy the thrill for real.