The Golf 5 strap-line 'Drive Again' focused on the driving experience in its purest form. We decided on a direct mail pack that would take recipients on a sensory journey that highlighted the experiential benefits - a journey which ensured our audience experienced the emotion of the drive – through a pack that engaged all their senses.

We brought this concept to life through a highly tactile series of postcards that articulated the feelings provoked on driving the new Golf. Paperstocks and print techniques - embossing, lenticular, heat-sensitive ink - evoked emotion through touch and sight, and the brochure then highlighted the car's intrinsic benefits.

8000 packs were sent out. 1945 were returned as nixies. 217 targets purchased. Excluding the nixies, that's a response rate of 3.5% - not bad for a very expensive car. Base models come in at R165 000 (and that's not to say that everyone purchased the base model). If we calculate ROI on the base model though, it means we made R119 for every R1 spent on the mailing.