The creative solution was to create a piece of advertising that could communicate the very functional SCi tax savings information that motivates fleet managers, but in an unexpexted and engaging way. The deliberately tacky 'Sorry card' not only broke all the norms of advertising in the fleet titles, but also provided a vehicle where fairly large amounts of usually dry facts and figures could be talked about in an involving and humorous way. The link with the Chancellor of the Exchequer added further relevance to the Mondeo SCi benefits as the pice ran just after Gordon Brown's pre-budget announcement.

Through calls received by the Ford Fleet Business Centre we know that the card generated interest amongst the fleet manager target. Anecodotal feedback was that the creative looked so out of place in the usually rather serious spec and engineering-focused fleet titles, that it captured people's attention. Once they engaged with the creative they felt that their curiosity has been rewarded due to the witty, tongue-in-cheek nature of the communication.