We demonstrated our dramatic fact dramatically.

In the undramatic medium of email.

We quite literally showed the hottest prospects on our database what an extra 40 metres feels like.

By creating a 40 metre email.

The longest email in the world.

Users were invited scrolled down the email to discover how much further the Astra’s lights shine.

Now, as we’ve said that’s a long way.

So, to keep their attention we peppered the email with light hearted observations such as a glove in the road, or a warning to watch out for the pothole.

We also used light hearted copy, encouraging them to keep going.

And keep going they did.

Budget

£2700

Project scale

240,000 emails.

Our brief was to generate leads.

And we did.

1050 people scrolled all the way to the bottom of the email.

61 people configured their own Astra.

11 downloaded a brochure.

11 looked for their closest dealer.

3 requested a quote.

And one booked a test-drive straight from the email.