An integrated communication concept which conveyed the values of “space” and “luxury”. We developed a three-shot direct mail campaign designed for comprehensive information, care for existing customers and to generate new prospects. Following the slogan: “True luxury is having your own space.” the sense of space and personal freedom was conveyed at each stage of thecampaign, using generously proportioned solutions in terms of typography and graphic design.Stage 1: teaser: designed to generate interest; advance announcement; response (to request detailed information); despatched in September 2002.Stage 2: product mailing: relevant details about the new car; test drive offer; response (VIP launch and test drive); despatched in October 2002.Stage 3: invitation to the Renault Espace Weekend (15–16 November 2003) at all Austrian Renault dealers; despatched in November 2002

Stage 1/Teaser mailing: 940 (3.76 %) out of a total distributed circulation of 25,000 units.

Stage 2/Product mailing: 513 (2.05 %) out of a total distributed circulation of 25,000 units.