A special new advertising format: a coverfold in ‘Facts’ Magazine. The challenge was to fill 11 pages without loss of pace, control of the message (different ways for recipients to unfold) or quality.An attention-grabbing opening teaser page encouraged readers to open the folding cover. Saab’s innovative history unfolded from the original Saab to the latest highlight: the new Saab 9-3 Sport Limousine. No matter how the reader opened the 11 pages, the information came across and the message stayed taut.

Responses to coverfold: 151 = 0.12%Response rate to loose insert for the same campaign 0.09%, i.e. 20% lower.