Volkswagen: Up – launch press insert
Proximity London
The team
Nick Moffat, Jo Jenkins, Joseph Pirrie, Jo Powell, Carl Mackenzie.
How did the campaign make a difference?
This campaign proved that the Volkswagen up! is a small car with big car qualities, with the world's smallest print campaign. It outperformed ambitious targets, beating the expected response rate by 20%.
What details of the strategy make this a winning entry?
The launch of the stylish new Volkswagen up! needed to engage a broad audience of prospective new car buyers, persuade them to hand over their contact details, and drive brochure and...