Volkswagen DM MAGNETIC CARS by DDB Singapore

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MAGNETIC CARS

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Industry Cars
Media Direct marketing
Market Singapore
Agency DDB Singapore
Executive Creative Director Jeff Cheong
Creative Director Thomas Yang
Art Director Theng Lim
Copywriter Kaixin Cai
Released February 2012

Credits & Description

Category: Dimensional Mailing
Advertiser: VOLKSWAGEN UK
Product/Service: AUTOMATIC DISTANCE CONTROL
Agency: DDB GROUP SINGAPORE
Chief Creative Officer: Neil Johnson (DDB Group Singapore)
Group Executive Creative Director: Joji Jacob (DDB Group Singapore)
Executive Creative Director: Jeff Cheong (DDB Group Singapore)
Creative Director: Thomas Yang (DDB Group Singapore)
Art Director: Theng Lim (DDB Group Singapore)
Copywriter: Kaixin Cai (DDB Group Singapore)
Account Servicing: Jason Lusty (DDB Group Singapore)
Account Servicing: Sim Yunying (DDB Group Singapore)
Media placement: Direct Mail - Direct mail - 02/03/2012

Describe the brief/objective of the direct campaign.
Volkswagen’s Automatic Distance Control is a system that helps drivers avoid accidents. It monitors vehicles in front and automatically adjusts speed to keep a constant distance.

Our objective was to communicate the safety benefits of this system to existing Volkswagen premium customers, as well as new customers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We made a direct mailer with 2 scale model cars. A magnet is installed in the back of one car and in the front of the other, so the cars repel whenever they get close.

The magnetic field causes a gap between the cars, representing the distance that is always maintained. And no matter what, the two cars will never bump, thus demonstrating the collision prevention aspect and safety benefit.

Explain why the creative execution was relevant to the product or service.
The direct mailer was an actual demonstration of the Automatic Distance Control feature. By providing the target audience with a toy-like direct mailer, we ensured a high level of interaction with our message.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The website saw a 4.3% increase in visits and the uptake for test drives went up by 16%.