Volkswagen DM SECURITY DISC by Tribal London

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Industry Automotive products, services and accessories
Media Direct marketing
Market United Kingdom
Agency Tribal London
Creative Director Guy Bradbury
Art Director Deborah James
Copywriter Chris Lapham
Designer Kevin Clarke
Released April 2010

Credits & Description

Category: Flat Mailing
Advertiser: VOLKSWAGEN
Agency: DDB UK
Date of First Appearance: Apr 12 2010 12:00AM
Entrant Company: DDB UK, London, UNITED KINGDOM
Entry URL:
Creative Director: Guy Bradbury (DDB UK)
Copywriter: Chris Lapham (DDB UK)
Art Director: Deborah James (DDB UK)
Retoucher: Andrew Walsh (DDB UK)
TV Producer: Chris Styring (DDB UK)
Designer: Kevin Clarke (DDB UK)
Project Manager: Anna Timchenko (DDB UK)
Account Director: Lesley Smith (DDB UK)
Account Manager: Ewen Whyte (DDB UK)

Describe the brief/objective of the direct campaign.
VW retailers receive numerous amounts of direct mail, so it was our job to stand out in this environment and make the usually dry subject of Service Plans a more interesting product to sell to their customers.

Explain why the creative execution was relevant to the product or service.
We sent the sales Manager a CCTV security disc from the Volkswagen Head Office. The CCTV footage reveals two VW salesmen caught on camera doing strange things to ensure their customers come back to the showroom. Things like, swapping the customer’s jackets around, putting office stationary in their bags as they leave and kidnapping their dog. It finishes with the line: ‘There are easier ways to make sure your customers come back. Volkswagen Service Plans.’ The interactive disc then has a link to a website containing a ‘Volkswagen Internal Document’, which works as a presentation to the Sales team to show the benefits of Service Plans.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Using the Volkswagen tone of voice we show that Service Plans are the best way to make sure customers come back.

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.
An incredible 39% of everyone we mailed went on to view the Sales Team presentation. This presentation gave them everything they needed to show their team an easier way to make sure their customers come back. In addition we phoned a number of retailers, who gave us some positive feedback with comments like: “This is one of the most creative and innovative pieces to come out of Volkswagen…”