Volkswagen DM 2-IN-1-TURNAROUND by DDB Berlin

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Industry Cars
Media Direct marketing
Market Germany
Agency DDB Berlin
Executive Creative Director Stefan Schulte
Copywriter Sandra Kemmer
Released September 2009

Credits & Description

Category: Flat Mailing
Advertiser: VOLKSWAGEN
Product/Service: GOLF VARIANT
Date of First Appearance: Sep 14 2009 12:00AM
Chief Creative Officer: Amir Kassaei (DDB Germany, Berlin)
Executive Creative Director: Stefan Schulte (DDB Germany, Berlin)
Creative Direction: Birgit van den Valentyn (DDB Germany, Berlin)
Creative Direction: Tim Stuebane (DDB Germany, Berlin)
Art Direction: Gen Sadakane (DDB Germany, Berlin)
Copywriter: Sandra Kemmer (DDB Germany, Berlin)
Account Manager: Kathrin Thiele (DDB Germany, Berlin)
Account Manager: Steven Wörns (DDB Germany, Berlin)
Media placement: Mailings - Germany - 14.09.2009

Describe the brief/objective of the direct campaign.
In the context of a print campaign, a mailing was to be developed that positions the Golf Variant in a smart and surprising way as the Golf among the station wagons.

Explain why the creative execution was relevant to the product or service.
We sent an envelope out to the clients with two address windows, one on the front side and one on the rear side, as a mailing. The mailing address was identical, only the form of address differed (e.g. 'Dear Mr. Muster' and 'Dear Musters'). Depending on which way the envelope was opened, either the letter regarding the equipment of the new Golf or the text about spaciousness of the station wagon was read.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Golf Variant is a car for two interested parties: Golf lovers and families. These two target groups in combination let Volkswagen expect a response rate of at least 2 %. Therefore we had to develop an attention-getting and highly relevant mailing. A mailing with a turning mechanism, which tells people in a clever way what they get with a Golf Variant: a required station wagon and a desired Golf.

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 mailing was centrally posted by the Volkswagen Dialogue Centre to more than 10,000 customer addresses. 3.5 % of those addressees booked a test drive.