Cannes Lions

TRASH MAIL. THE FIRST E-MAIL THAT DISPOSES OF ITSELF.

GRABARZ & PARTNER, Hamburg / VOLKSWAGEN / 2015

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Overview

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Credits

Overview

Description

Most prospective used vehicle buyers go online to check the best deals. We followed them to show Volkswagen’s used vehicle service in a simple yet surpising way, going places the competition never dared to go, while highlightening the quality-standards at Volkswagen as the USP.

Execution

Our mailing aired during spring, in spring, just in time for the high season for used cars. We used an email server specifically configured to send more than 750,000 emails right into the junk mail folders of prospective used-vehicle buyers. The email’s sender-name was the defected component (i.e flat battery, loose doorhandle etc.), the subject line our tagline (we put it in the junk so you don’t have to) and bodytext our copy and link volkswagen’s used-vehicle portal dasweltauto.de

Outcome

Although only one in three email user regularly check their mails, we brought around 150.000 recipients to Volkswagen’s used vehicle portal dasweltauto.com, resulting in a striking 16% rise in test drive inquiries during the mailing campaign - with just one simple mail.

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