The Range Rover Sport is a new kind of Land Rover - a sports tourer, capable of swallowing continents at high speed (whether on- or off-road). Its flagship model sports a 385bhp supercharged V8. It's aimed at the kind of people who buy Porsches or BMW X5s – not traditional Land Rover owners at all. New vehicle, new customers: to launch effectively we would have to build up a prospect base very quickly. Our objective was to find the people to put in it.

The owners of the premium German cars whom we targeted knew exactly what the Range Rover was about. So we focused instead on the big difference between the Range Rover and Range Rover Sport. A bottle of Tabasco summed up Range Rover Sport's added ingredient in an instant. This car is hot.

The added ingredient was obviously to people's taste: no fewer than 584 owners of prestige vehicles replied to the mailing. Nor were they just idly interested. They were the first people Land Rover told about an opportunity to see Range Rover Sport in the flesh – and within 24 hours had taken a quarter of the entire country’s allocation of space.