We appealed to both the target group's lifestyle and budget constraints: 'The new MINI One D. Pure money-saving fun.' With the MINI's hip image and economical fuel consumption, 'fun and money-saving' really fit under one hood. The mail was a fold and paste exercise where recipients could build themselves a model MINI One D piggy bank. So they could already have some fun saving – before the driving fun starts.

The campaign resulted in over 5000 qualified enquiries for test-drivers.The mail won Bronze at the Caples Awards Show.