Cannes Lions

NAVIGATION SYSTEMS

DDB TRIBAL, Berlin / VOLKSWAGEN / 2009

Awards:

1 Silver Cannes Lions
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Overview

Entries

Credits

Overview

Execution

Every day hundreds of Volkswagen mailings are sent out to the clients – and reach their destination. Just as car drivers who certainly reach their destination thanks to Volkswagen Navigation Systems. We decided to turn each mailing envelope into a unique, personalized advertising space for free. It became a simple and clever method to show the reliability of Volkswagen Navigation Systems.

Outcome

Every Volkswagen client found an envelope with a personalized route in his letterbox.

During the promotion period 27,350 envelopes with personalised routesreached their destinations. The imprinted website www.volkswagen.de/navigation invited the recipients to get more information. The clickrate increased by 12%. Volkswagen Service sold 4.2%. more Navigation Systems in the following months.

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