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Industry Automotive products, services and accessories
Media Direct marketing
Market Germany
Agency DDB Berlin
Executive Creative Director Till Eckel
Creative Director Johannes Hicks
Art Director Michael Janke Advertising
Copywriter Lennart Frank
Editor Jonas Bosslet
Released February 2011

Credits & Description

Category: Flat Mailing
Advertiser: VOLKSWAGEN
Date of First Appearance: Feb 8 2011
Chief Creative Officer: Eric Schoeffler (DDB Tribal Group)
Executive Creative Director: Till Eckel (DDB Tribal Group)
Creative Director: Johannes Hicks (DDB Tribal Group)
Art Director: Michael Janke (DDB Tribal Group)
Copywriter: Lennart Frank (DDB Tribal Group)
Agency Producer: Manuel Wecker (DDB Tribal Group)
Editor: Jonas Bosslet (DDB Tribal Group)
Graphic Designer: Rico Noël (DDB Tribal Group)
Media placement: Flat Mailing - Volkswagen's clients - 08.02.2011

Describe the brief/objective of the direct campaign.
In times of decreasing profit margins it is getting more important for car manufacturers to sell as many extras as possible. This is why Volkswagen invested in a very special promotional mailing for the RNS 510 navigation system. The objective of the direct campaign was to advertise the RNS navigation system to the customers in the Volkswagen customers-database.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To advertise the RNS navigation system we created a very special promotional mailing: Instead of a written address the envelopes only had the destination map on the front. When delivered the recipient held the proof of its outstanding targeting precision in his hands. The response to the mailing was above-average as was the demand for test drives at Volkswagen dealerships.

Explain why the creative execution was relevant to the product or service.
Is there a better advertising strategy to promote a product’s benefit than demonstrating it in real life? That is why me made the ad to be the message and the message to be the ad. That was surprising and fun for the recipients and thereby hit exactly the tone of voice of Volkswagen.

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.
Since Volkswagen developed an outstanding way of delivery for its mailing we first of all would like to emphasize that 87% of the dispatched letters reached their target. Moreover, the response-rate rose from an average response-rate of 1,87% in the last years to 3,23%. Moreover the Volkswagen-dealerships noted an ascent for demands for test drives in the first two weeks after the mailing was sent.