Lexus wanted to push their stock of IS200’s by offering free SatNav. They loved this idea, saying the unusual format and the surprising voice chip at the final fold was the perfect way to demonstrate the offer. What was even more gratifying about the pack was the fact that the client’s faith in this idea was repaid in full. The pack had an unprecedented response rate of 8.7%. And the IS200 with free Sat Nav sold out in a matter of weeks.