Response to the competition :14%.Average response to Mitsubishi truck mailings prior to this one was 6%.Also, one-third of respondents were rival Hino drivers and owners.Context: This was a cold mailing to a market with a 10-year buying cycle. It is hard to ‘hit’ the market at the right time. Also truck drivers are very brand loyal, they define themselves through their trucks. This mailing started the process of ‘luring’ drivers away from rival truck brands to Mitsubishi.