The creative team came up with a highly engaging and innovative concept. It used rubber and latex 'rub off' print technology to dramatise the idea that the Fleet Manager can be a hero to drivers (by giving them a car laden with extras), without letting them in on the secret that the extras come free. All they have to do is rub out all the headlines about the savings before passing the brochure onto the drivers.

The idea clearly appealed to the fleet managers' sense of humour, as the Volkswagen Fleet Hotline reported dramatically increased interest in the Bora Highline following the mailing.