A co-operation with Bad Liebenzeller Mineralwasser (German mineral water brand), a picture of the smart fortwo’s interior was printed on the back of the bottle label. The bi-concave shape of the bottle and the water inside magnify the image. Headline: Bigger from the inside than you think. The smart fortwo.

The response rate among fleet managers was an extremely positive 21%. Respondents requested written offers and personal consultations.Response rate: 21%. Response rate expectations for this mailshot were 10-15% – figures we comfortably exceeded. Furthermore the response rate increased by 30% over the previous three years.