The Transporter Summer Weeks financing and leasing specials were tempting but not unique. Therefore it was important to arouse interest in the reader with an unusual and entertaining address. The recipients got an e-mail that looked very unusual. The content: a single sentence. Due to the large font size only a few letters could be seen at once, increasing the reader’s curiosity with every line. The solution at the end of the e-mail put the strange reading experience into a surprising context – and the Transporter Summer Weeks from Mercedes-Benz became the focus of the newly won attention.