Volkswagen UK: Golf Plus 'Comfy Mailing'

Proximity London

ENTRY INFORMATION

Category: Automotive
Country where program ran: UK
Date program started/ended: June 2009

Product Description: The new 2009 Volkswagen Golf Plus, designed for those who need more space and storage than the standard Golf but still want the reliability and quality of a Volkswagen.

Advertiser/Client Name: Volkswagen UK
Media Channels: DirectMail

STRATEGY

Marketplace Challenge:

With strong competition from better-known models, limited budget and no supporting television or press activity, our task was to launch the new Golf Plus with a tough challenge to generate interest and test drives. We had to work hard to understand and identify the audience for the new model and give them a strong reason for choosing the lesser known Golf Plus.

Target audience: Consumer