A car that requires your GP’s permission to drive it?The creative dramatises the driving experience by attaching a ‘health disclaimer’ to a beautiful image of the car, on high-grade stock. The idea starts with the desire to generate a test drive, rather than simply bolting it on in the ‘response’ section of the pack. The whole piece is about response, an approach borne out by its effectiveness.

Although final results are still pending, the campaign performed exceptionally well, with a response, so far, of 8.52% (four times the target). Within test cells subscription sources achieved over 16% response. The campaign delivered on test drive requests too, direct test drive rate (via the contact centre) achieved 1.15%. Again this is four times the target and excludes all test drive requests that went direct to the retailers (which can’t be directly tracked). Cost per response is coming in at just £68. Trackable conversion to test drive was particularly strong at 13%. Expectations are that this will improve when the campaign is truly mature.