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Lincoln Mercury

A Consumer Test Drive Program

Need: Lincoln Mercury needed to create a strong "call to action" within their direct mail pieces. Direct mail pieces had been sent out in the past, but the initiative for consumers to act on the marketing piece was not there.

Solution: Lincoln Mercury decided they needed to create this call to action by incenting the consumer with a $50 Lincoln-Mercury co-branded Visa^® Prepaid Card. Consumers were directed to visit their local dealership to complete a test drive. Once this was completed, the card was given out.

How it Worked: Many direct mail pieces are purely informational. They contain no immediate benefit to the recipient, thus many times no immediate benefit to the client company. 1to1 Card and Lincoln-Mercury worked to develop a piece that broke this stereotype. Recipients were encouraged to take action as part of a limited time promotion. All they had to do was take a test drive in a Lincoln/Mercury vehicle!

Result: The promotion created the strong call to action component Lincoln Mercury was looking for. Cards were kept in consumers wallets, giving the effect of a pocket billboard every time it was used. The program provided a more effective and efficient alternative to traditional paper check programs.