Our brief was to persuade customers to visit Hyundai dealerships and test-drive the new Terracan — and convert those test-drives to sales. The reverse featured a map with Terracan features highlighted at various points on the road, and the whole pack was mailed in a waterproof “map bag”.

The campaign was enormously successful, exceeding our target for test-drives by more than 50%, and won us a DMA Bronze award at the same time.