./. Win qualifying prospects for the new generation Volvo S40 prior to its launch in the extremely competitive German mid-category vehicle market. A 2-step dialogue marketing campaign was initially aimed at winning over prospects and then purposefully guiding them towards dealers. The prospective target group is 30-45-year old consumers. Firstly we used detailed mailing lists compiled on the basis of specific mail market target group criteria and divided into 14 groups for response comparison. For the new Volvo S40 to cast its spell over the target group before its launch, we told a fictitious story. On one day, 32 inhabitants of the southern Swedish village of Dalarö bought a new Volvo S40. Readers were invited to follow the “mystery” and accompany Volvo on its investigations. Two appropriate response reinforcers were used – a prize camera competition and 4 weeks’ trial subscription to F.A.Z. for every respondent. Respondents received a follow-up mailing, providing comprehensive information about the vehicle (see 2nd mailing “On the trail of the mystery”). Stephan van Slooten   Communication Manager   Centraal Beheer/Achmea

For the new Volvo S40 to cast its spell over the target group before its launch, we told a fictitious story. On one day, 32 inhabitants of the southern Swedish village of Dalarö bought a new Volvo S40. Readers were invited to follow the “mystery” and accompany Volvo on its investigations. Two appropriate response reinforcers were used – a prize camera competition and 4 weeks’ trial subscription to F.A.Z. for every respondent. Respondents received a follow-up mailing, providing comprehensive information about the vehicle (see 2nd mailing “On the trail of the mystery”).

With almost 4,300 new prospects, corresponding to a 3.5% response rate, planning was exceeded by almost 40%. The 1st step mailing circulation comprised 120,000 mail shots.