TRACK DAY CHALLENGE by Rapp Auckland for Volkswagen

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TRACK DAY CHALLENGE

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Industry Cars
Media Direct marketing
Market New Zealand
Agency Rapp Auckland
Executive Creative Director Wayne Pick
Art Director Kenton Osmond
Copywriter Darryl Wong
Released June 2009

Awards

Caples Awards 2009
Direct Mail & Print Direct mail, flat (501 to 10,000 pieces) Bronze

Credits & Description

Category: Cars & Automotive Services
Advertiser: VOLKSWAGEN
Product/Service: GOLF GTI
Agency: RAPP NEW ZEALAND
Date of First Appearance: Jun 15 2009 12:00AM
Entrant Company: RAPP NEW ZEALAND, Auckland, NEW ZEALAND
Art Director: Kenton Osmond (RAPP New Zealand)
Copywriter: Darryl Wong (RAPP New Zealand)
Executive Creative Director: Wayne Pick (RAPP New Zealand)
Production Manager: Nick Conetta (RAPP New Zealand)
Account Director: Ruth Coulson (RAPP New Zealand)
Media placement: Direct Mail - Letterbox - 15 June 2009

Describe the brief/objective of the direct campaign.
To get current owners and likely prospects to try the new Golf GTI and drive sales. With the total car market down by 48% and Volkswagen sales down by 28%, a regular test drive around the block just wasn’t going to cut it. We needed to target existing Golf GTI owners and drivers of performance vehicles with slightly lower price tags (Ford Focus ST, Subaru Impreza WRX, Mini Cooper and BMW 130i). The strategy was to drive sales by giving these customers a unique experience behind the wheel of a new GTI.

Explain why the creative execution was relevant to the product or service.
We sent a personalised direct mail piece with the customer’s name printed at the top of a leader board and invited them to experience the GTI on a closed racetrack. The pack contained a full-sized leader board magnet, also personalised with their name, and printed with the event details to remind them of the Track Day date and venue. By using a Top Gear-styled leader board and magnet, the invite posed a personal challenge to drivers in a fun and involving way. It promised an exciting event as enjoyed by celebrities on the Top Gear TV show.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We offered our target the chance to take a completely different type of test drive – one that would appeal to them based on three key insights; their passion for performance, their competitive spirit and their love of the Top Gear TV show. The GTI Track Day Challenge gave drivers an exclusive opportunity to test the new Golf GTI, and themselves, on a closed racetrack. We created an invite that would convey the excitement of the event and reinforce the performance qualities of the Golf GTI. A leader board, like the one used on Top Gear, was our way in.

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 campaign received an unprecedented 88% response rate – FOUR TIMES beyond target. Every Track Day was sold out, immediately generating 212 sales leads. Those who missed out on the limited-capacity events still raced in to test drive the new GTI with 1,110 enquiries to local dealerships. Following the events, Auckland dealerships were sold out of Golf GTIs for three months.