Volkswagen DM THE NARROW ROADS OF BRITAIN by Tribal London

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THE NARROW ROADS OF BRITAIN

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Industry Cars
Media Direct marketing
Market United Kingdom
Agency Tribal London
Executive Creative Director Jeremy Craigen
Creative Director Guy Bradbury
Designer Oliver Watts, Pete Mould
Photographer Harry Cory Wright
Released April 2012

Credits & Description

Category: Retention
Advertiser: VOLKSWAGEN FLEET
Product/Service: UP! CITY CAR
Agency: DDB UK
Executive Creative Director: Jeremy Craigen (DDB)
Creative Director: Guy Bradbury (DDB)
Art Director/Copywriter: Aaron McGurk (DDB)
Art Director/Copywriter: Chris Lapham (DDB)
Agency Board Account Director: John Langfield (DDB)
Agency Account Director: Amanda Griffiths (DDB)
Agency Account Manager: Laura Balfour (DDB)
Planner: Rachel Hamburger (DDB)
Client Marketing Director: Rob Taylor (Volkswagen)
Client Account Director: Tracey Rossetti (Volkswagen)
Photographer: Harry Cory-Wright
Art Buyer: Daniel Moorey (DDB)
Designer: Pete Mould/Oliver Watts (Gutenberg Networks)
Retouching: Andrew Walsh/Jamie May (Gutenberg Networks)
Project Manager: Craig Neilson (DDB)
Artworking: Gutenberg Networks (Gutenberg Networks)
Media placement: Direct - Direct Mail - 5th April 2012

Describe the brief/objective of the direct campaign.
Volkswagen launched the up! in March 2012. The up! Is a new city car and is an innovative, quality small car – bringing all the Volkswagen values (renowned build quality, low running costs, highly specified and innovative) to the smallest car segment.
Volkswagen Fleet invited fleet managers to test drive the up! but wanted a test drive pack to send in advance to serve as an introduction to the car and to make the experience a bit more exciting.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a miniature ‘Glove Box Book’ showcasing ‘The Narrow Roads of Britain’. It encouraged the user to seek out their nearest narrow road by typing the GPS co-ordinates on each image into the up!’s 'Maps and More' infotainment system (a Personal Infotainment Device that has been developed to organise navigation, telephone, information and entertainment.) The book also gives a bit of background on each narrow road – from defences built to keep out the marauding Scots to 13th Century red light districts.

Explain why the creative execution was relevant to the product or service.
Everyone talks about the big, wide, open roads, but we went in search of the little forgotten ones. Teaming up with Harry Cory Wright, one of the country’s most awarded landscape photographers, we travelled 3,000 miles across the British Isles to seek out some of the thinnest roads and spaces that make you seriously think about hitting ‘New Route’ on the sat-nav. Whether it’s the tight, dirty city streets or the narrow, winding, country lanes, these are the roads that the up! was designed for.

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 up! book forms part of the overall demonstration booking campaign strategy and to date, the bookings are already at 49% against a full years target. Sales are also reflecting an outstanding result at 155% orders (MTD up to 17th April 2012).