Volkswagen: Up - launch press insert

Volkswagen employed the "world's smallest print campaign" to promote its compact up! model in the UK.

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...

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