25% response rate for new car launch

Given the task of filling places at two trade launch events for the New Corolla, InTouch adopted a two-pronged approach to tease and
entice the audience, primarily through direct mail. The message for the first event was 'get excited', communicated through a beautifully
crafted and packaged book containing 'feelgood' images to visually express the driving experience, but without showing the car.

The second campaign, which invited recipients to a test track day in Paris, was themed 'keep calm'. The invitees were sent a CD of whale
noises suitably packaged with relaxing images to communicate the message: 'we know you're excited but try to stay calm'. All attendees
were greeted by a similarly branded bottle of relaxing bath salts in their hotel room.

The response rate overall was an impressive 25% and all places were filled.