Recipients of the pack had already shown an interest in the new Freelander but had not yet taken it for a test-drive. We wanted to show them how test driving Freelander could turn their dreams of escape into a reality.

Just as a dream is a means of escape from the daily humdrum, so is the new Freelander. Whatever your dreams are telling you, Freelander can turn them into a reality.

The Freelander Dream Analysis Pack identified the most common dreams - flying, jumping, running etc. We linked each one back to an attribute of the Freelander. The photographic Freelander merges from the illustration to show the dream turning into reality.

People woke up. It’s still early days for this pack: it gets sent out in small batches as prospects approach their RID, and it’s very new. Nevertheless, early signs are encouraging, with a response rate so far of 4% and a conversion to sale six times that of cold prospect mailings.