Every Austrian medical doctor gets a special sign from the local authorities - "Arzt im Dienst" (doctor in service) - which allows him to park his car nearly everywhere for free. The appearance of our mailing is quite similar to this sign. The front reads "Arzt im Dienst" (doctor in service), but the back reads "Dienst am Arzt" ("service for the doctor"). It represents a special service from Land Rover for the doctors which gives them the chance to take their test-drive wherever they want.

Since the client liked the idea so much, the number of mailings was raised from 150 to 1,500. The response rate was 5.1%.