Situation:

We had a dramatic fact about the Astra.

Which we were asked to deliver in arguably the most undramatic medium.

Email.

Brief:

Research showed us that driving at night can be a concern for some drivers.

Brilliantly, the Astra’s headlamps can see further than most other cars.

40 metres further.

We needed to tell our hottest prospects about this fact in a way that would get them to sit up and take notice.

Objective:

Generate leads.

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.