The creative strategy was to connect on a visceral level with SRT and other high-performance driving enthusiasts by not just explaining, but also actually celebrating the enhanced speed, power, technology and refinement of the new SRT brand vehicles.

The consumer excitement for the piece and natural social buzz differentiates this piece.  There were posts on Twitter and Facebook from exuberant recipients thanking the brand as well as showing off the TDM, letter, and flag.  Kits and flags were also seen listed for sale on eBay.  Enthusiasts who had not received a communication were calling or posting to inquire how they could get one for themselves. Though relatively expensive to produce and focused on high-end, exclusive vehicles, incremental sales resulted in a positive ROI.