Toyota is No. 1 in 4WD vehicles in Austria. Most people don't even know what they buy – they rarely experience the advantages of a Landcruiser in the landscape: Toyota wanted to show competence and prove the quality of their 4WD cars in an event in tough areas, where clients could feel the difference. Experience adventure without danger. And get acquainted with the new Landcruiser models (50 years of 4WD experience).Objective: create an unforgettable event, invitation and follow up to it.

Target: bring at least 10% of 700 Viennese 4WD clients of Toyota to the event, the total amount of participants was limited to 100 due to the number of cars and driving space.

The mailing should reflect the outstanding event, communicate adventure and the joy of 4WD-driving. In an analogy to adventure books from author Karl May (that every Austrian knows), we edited a new book 'Through wild Offroadistan' (Original: 'Through wild Kurdistan'). With this rare book, coming from an old London book store on behalf of Toyota the adventure started with the invitation. Saying that Offroadistan still is not fully discovered, the adventurers reports are still unfinished. "You are invited to participate in the expedition to Offroadistan - the last adventure - and to write the last chapter of this book."Wording, tonality and layout are reminiscent of the world of Karl May's adventure books. Maps show the location, the bookmark informs participants about the programme.

700 4WD-clients responded, 148 wanted to participate in the Offroadistan adventure (21%). As only 100 participants could take part, we had to send the last ones a present and promise them to inform them first the next time.

The event was extremely successful: in terms of relationship with high potential re-buyers. But also in sales: eight directly related sales.Total costs of €14,100 for the mailing results at €95 per participant.A total investment of approximately €25,000 led to a directly related turnover of €550,000.The challenge: to convince the client not to send an ordinary invitation, but a mailing that at first sight does not even show a Toyota logo. But the high emotional approach payed off. The mailing also won an Austrian DM award.