Volkswagen Navigation Systems: "The NavigationLetter" Ambient Advert by DDB Germany

Type of Entry: Use of Media
Category: Flat Mailing
Title: THE NAVIGATIONLETTER
Advertiser/Client: VOLKSWAGEN
Product/Service: NAVIGATION SYSTEMS
Entrant Company: DDB GERMANY BERLIN, GERMANY
DM/Advertising Agency: DDB GERMANY BERLIN, GERMANY
Creative Credits
Name Company Position
Amir Kassaei DDB Germany/Berlin Chief Creative Officer
Stefan Schulte DDB Germany/Berlin Executive Creative Director
Bert Peulecke DDB Germany/Berlin Executive Creative Director
Birgit Van Den Valentyn DDB Germany/Berlin Creative Director
Tim Stuebane DDB Germany/Berlin Creative Director
Wulf Rechtacek DDB Germany/Berlin Art Director
Anke Roell DDB Germany/Berlin Copywriter
Silke Lagodny DDB Germany/Berlin Account Manager
Details
Describe the brief from the client:
Show in a smart way the reliability of Volkswagen Navigation Systems to all Volkswagen drivers still driving without Navigation System.
Creative Execution:
On each envelope we printed the exact route from sender (Volkswagen) to recipient (Volkswagen client). With this visualization we proofed that you always get to your destination with Volkswagen Navigation System. Every route was calculated by a special software based on Google Maps which we installed at the Volkswagen Dialog Center.
Describe the creative solution to the brief/objective.
Every day hundreds of Volkswagen mailings are sent out to the clients – and reach their destination. Just as car drivers who certainly reach their destination thanks to Volkswagen Navigation Systems. We decided to turn each mailing envelope into a unique, personalized advertising space for free. It became a simple and clever method to show the reliability of Volkswagen Navigation Systems.
Describe the results in as much detail as possible.
During the promotion period 27,350 envelopes with personalized routes reached their destinations. The imprinted website www.volkswagen.de/navigation invited the recipients for getting more information. The click rate increased by 12%. Volkswagen Service sold 4.2% more Navigation Systems in the following months.