Volkswagen

Proximity London's DM campaign for the UK launch of the Volkswagen Passat CC, which won a bronze at the 2009 DMA Awards, is the subject of this short case study.

Volkswagen

Proximity London

THE TEAM

Andrew Waddell, Emma Bushnell, Megan Randall, Mark Dudley, Chris May, Graham James, Alex Lamb, John Collins, Nicola Rogers.Other contributors: Chris Myhill – Photography, Geoff Neal – Printers.

WHAT IS WONDERFUL ABOUT THIS WORK?

We launched the Volkswagen Passat CC by heralding the new golden age of streamlining. Illustrations of iconic products and striking photography of the car showed the origin of streamlining and its new interpretation. 76% of all test drive requests were for the Passat CC, with recipients of the mailing three times more likely to take a test drive.

OBJECTIVES

To...

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