The new Twingo model was introduced in the Netherlands at the end of August 2007. We were asked to design a direct mailing campaign targeting existing female Twingo owners. The mailing was meant to create awareness and rumour around the brand regarding the introduction of the new Twingo.

Over the years, the Twingo has found a special place in the hearts of women. Many women have come to see the fun and practical little car as a loyal partner. The Twingo has become like a friend to them. This inspired us not to approach the target group as a car salesman, but as a friend. We decided to send a personal letter, as one friend to another. The sender of the letter was to be the mysterious M. With this mysterious signature, we hoped to create rumour around the brand.

When the letter hit the mailboxes it created a buzz, with people wondering who the mysterious M. was. The confusion the mailing caused in some households was picked up by the press and was extensively covered in the media, in the Netherlands and abroad. The letter was sent to 30,000 women, but the message reached more than 3 million women, creating free publicity to a value of more than €200,000. The target was to sell 400 new Twingos, 200 of which to existing Twingo owners. In the end, 798 were sold, 439 of which were bought by existing Twingo owners.