The Volkswagen brand has always been about value for money. We were asked to communicate that the new up! was available for only £99 a month with free insurance and that the new Polo only required a £1,000 deposit in a way that would increase sales and showroom footfall.
Subtlety and price communications don’t normally go together but we chose to be brave and turned the normal rules on their head. We built on a gentle theme of ‘unbelievable value’ to suggest the offers were so good they might leave consumers light-headed. The outer for the direct mail pack set the tone with a sticker warning against swooning, “Please open away from sharp edges.” Inside, details of the shockingly good offers were accompanied by a sheet of Volkswagen-branded sticking plasters, “Just in case.” Who knows how many grazed elbows, foreheads and knees ended up carrying our sales message.
The campaign achieved new car sales in excess of £1.7m. As well as generating incremental revenue, it proved the effectiveness of direct channels in mobilising consumers and driving footfall into the retailer network.