Creative idea:Base the action on extending the Community platform: mystery andintrigue.Mailing in two steps:Send an anonymous DVD/CD-Rom with a short, rather puzzling filmannouncing the imminent arrival of a strange black envelope containing a mysterious key;Three days later, arrival of the black envelope with the second mail shot, containing the key for testing in dealer showrooms.

Results:Against the objective of creating showroom traffic, Renault recorded 5,421 visits in the ten days following the two-step mailing (50,000 addresses).Return: 10.9%.