The CRM campaign for Ford Direct, the car giant's network of used-car dealerships, was handled by agency Orchestra and printed by Docklands-based DG3.

The A5 32pp booklets were aimed at customers at the tail end of what was identified as a three-year buying cycle, beginning with a 'box of memories' mail piece – a physical box of super glossy retro images of Ford across the decades, mailed to existing customers.

It contained narratives and photographs direct from respondents, with minimum editing.

The box also included a response form to solicit further information about customers' favourite memories.

Orchestra creative director Robert Crampton said: "What's neat is that this is all user-generated content, but it's done offline rather than online."

According to Crampton, the campaign has already borne fruit, with visits and sales through the dealerships increasing since the initial mail piece was sent.

"It’s great to be part of something that has worked so well for Ford, in what everyone accepts are difficult trading conditions. All the more proof, if it were needed, that relating to and engaging with customers, in a three-dimensional medium, works!"