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Case study: Volkswagen

The creation of VWs slide-out mailer as part of their promotion for the Crafter Chassis Cab.

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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