+ xiaojune.cn

Mission:

• Audi A4 Spring Festival Sales Promotion
• Inform recipients they are eligible to receive RMB 20,000 off once they call their Audi dealer
• The discount promotion can not be presented in a direct way
• Limited production budget

Solution:

• Use paycheck-like packaging to excite recipients
• Present the discount promotion in a way that is not obvious
• Present the dealer phone number in place of the salary to better attract attention
• A “Big Ideal” with a limited budget

Result:

• Time: DM was delivered on Jan 18, 2007, and the feedback deadline was March 26
• 7,044 Effective Responses, with a DM feedback rate of 3.5%
• The feedback rate was said to be unexpectedly high