This meant looking for innovative, cost-effective solutions. The method was to piggyback on grudge mailings, such as car licensing.Tried and true sales promotion techniques applied to education – a road rules scratch test with a chance to win a car quarterly and a range of minor prizes, all related to road safety.

Challenges: 1 Devise an effective insert to go with bill mailings2 Immediate understanding of score 3 Drivers left with questions 4 Contain a reply device for entry 5 Provide road safety information6 Responses had to be electronically scanned 7 Fit into a DL envelope

Exceeded targets, average response rate of 10% utilizing 4 different outbound mailings.

Cost per contact a mere NZ$0.42, a hugely cost-effective way to educate the market. Valuable information gained regarding the gender and age of respondents, what questions were answered correctly and not (providing potential insight for future education campaigns and who they should be targeted at), and which outbound channels were most effective.