Just as you would swap numbers for a date in a bar or club, we offered our phone number on an oversized matchbook and asked prospects to give us theirs in return. The idea is continued through a test drive invitation dressed as a date: ‘This might sound a little forward, but we’d like to take you out some time’. This solution is executed in a flirty, light-hearted, fun manner and uses the promise of a chance to win a Golf GTI to get data that will improve our knowledge of, and ultimately relationship with the drivers.

In total Volkswagen mailed 36,000 prospects with the Nurture mailing during 2003, and received an outstanding 26% response. These responses included updating of details (intended replacement date & phone number) as well as test drive requests, and constituted valuable information which was collected at a very cost effective £7.48 per response.