Cannes Lions

VW EOS

RAPP COLLINS, Milan / VOLKSWAGEN / 2007

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Overview

Outcome

Considering that we had no particular gift or price offer to pull people to call, the results overcame expectations, especially with competitor car owners:10,000 packs sentFrom 8,000 recipients from the lifestyle list we received 124 calls (1.55% redemption)From 2,000 owners of competitors cabriolets we received 86 calls (4.3% redemption)We don't have the conversion data yet, after the test drive purchase decisions may take a while and dealers will report the sales dept. by July.

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