Comments on the campaign from Scott Morrison, President of City Garage

"So Britt comes to me with this bunch of stickers that he bought from a dime store somewhere and starts telling me how he has this concept of doing a direct mail piece that features stickers. Keep in mind that I've been doing direct mail advertising for automotive companies for over twenty years and I have never heard of such a concept. I think to myself, "Britt has finally gone over the edge, he's lost it, I need to find another agency to do my work" and I was serious. He kept after me to do the "sticker campaign" and I kept putting him off, because I didn't have a back up plan to replace the ad agency at that time and I was too busy fighting a decreasing car count problem to address the issue at that time. Britt was persistent that I try the stickers. Finally in a weak moment I relented and approved the campaign. He was so insistent that it would work. I agreed to a three month direct mail program that featured the stickers. Britt and his crew went to work and produced a four piece sticker layout, that fit in a single envelope.

It was the greatest direct mail program I have seen in my twenty plus years in the business. Car counts went up, redemption levels are five times the normal and our customer's loved them. We have customers come in our stores still (almost a year later) with those stickers and ask for service."