The central idea was simple and forceful: we showed an unreal world where all the cars were toys being driven around the streets like real cars. In this "toy" world, the only real car was the 407 - a car that was capable of bringing back all the emotions one had as a child, but transferred to the real world.Original database: internal database of 500,000 clients who might be interested in this model. We commenced the campaign on the basis of a pre-qualifying campaign made over the telephone. With the qualitative results obtained from this preliminary phase, we were able to extrapolate a profile to be applied to the mailing database.

Mailing: 48,589. Total responses: 2,056 (4.23%) (telephone 128 (0.26%); mail 1,578 (3.25%); website 350 (0.72%)).Total sales: 381 (18.53% - 0.78% of the total).Emailing: 6,969. Responses 641 (9.21%). Total sales from emailing: 70 (10.92% - 1% of the total).