FOR

Saab USA

ROLE

Copy

AWARDED

Hatch

To make new Saab owners feel special, we sent them a welcome gift so exclusive, it could only be opened by them—and only by inserting their Saab key into an ignition switch on the box identical to the one in their new car.

Getting people to open direct mail is no easy task, so creating a DM piece that’s deliberately tricky to open was more than a little risky. Ironically, locking the box yielded a staggering 100% open rate.