Cannes Lions

NAVIGATION SYSTEMS

DDB TRIBAL GROUP, Berlin / VOLKSWAGEN / 2011

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Overview

Entries

Credits

Overview

Execution

Is there a better advertising strategy to promote a product’s benefit than demonstrating it in real life? That is why we made the ad to be the message and the message to be the ad. That was surprising and fun for the recipients and thereby hit exactly the tone of voice of VOLKSWAGEN.

Outcome

Since Volkswagen developed an outstanding way of delivery for its mailing we first of all would like to emphasize that 87% of the dispatched letters reached their target. Moreover, the response-rate rose from an average response-rate of 1.87% in the last years to 3.23%. Moreover the VOLKSWAGEN-dealerships noted an ascent for demands for test drives in the first two weeks after the mailing was sent.

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