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Case study: Volkswagen

The creation of VWs slide-out mailer as part of their promotion for the Crafter Chassis Cab.
Our direct mail pack to launch the new Crafter started with a completely blank page because that’s exactly what the Volkswagen designers did. They wanted to redesign every part of it to be precisely what the audience needed. So, spent three years talking to hundreds of tradespeople and fleet managers. This was the story we needed to tell because in an incredibly competitive sector, the Crafter is more expensive than its rivals. So to justify the premium price tag, we had to do much more than send a brochure that looked the same as everyone else’s. We needed to make them realize the superior level of thought and craft that went into the Crafter. Our idea. To send every customer a designer’s entire notepad.
This note pad went from a blank page to the early scribbles made while talking to tradespeople, then took the audience through the design process one page at a time as it switched gears to even more considered sketches
then onto detailed technical drawings, finishing with photos of 100% new Crafter stuck into the pad. We went to great lengths to make sure the authenticity came through. We tore half a page out, included the call to action as a post-it stuck in from the designer, and left the unused pages at the back for the customer to use. The pack made quite a splash with hundreds of inquiries building to 454 Crafters sold. We even got people calling retailers about it, specifically mentioning the designers pad. Not bad for a brochure.

Let’s look at a case study example from Volkswagen.

Volkswagen Commercial Vehicles (VW) launched the Crafter Chassis Cab so that a business could convert the vehicle to suit their line of work.

They needed a campaign to showcase the flexibility on offer. So Volkswagen created an innovative slide-out mail pack to illustrate multiple conversion ideas in a tactile, bite-sized way. Then, echoing the advanced tech of the vehicle itself, the recipient could hold their phone over the pack to see even more options brought to life via an animated video.

A single pack conveyed that the vehicle could be converted in whatever way the recipient could imagine.

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Introduction to Marketing: Omnichannel Marketing and Analysis

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