The key creative thought was that Volkswagen diesels are so good that you may forget that you are driving a diesel.The pack's outer line sets up this thought: '150bhp, top speed 134mph, 0-60 in 8.6 seconds. Have we forgotten something?' Once opened, the answer to this question appears: 'Don't forget it's a diesel.'A key element of the mailing was the rubber stamp – an amusing way to make the point. The pack also contained product information on the Volkswagen diesel range to provide fleet managers with the rational/factual information they need.

No response rates are available for the pack, however telephone research conducted after the campaign proved that the pack was successful in making an impact on the target audience.The pack was successful in cutting through the clutter of high volumes of direct mail that our audience receive. It was remembered by nearly all (93%) and made a favourable impression with most (67%).The product cards that accompanied the stamp were also well received, with 73% of respondents rating them as either 'useful' or 'very useful'.