The only way to truly experience South Africa’s first ever hard-top coupé-cabriolet is to get behind the wheel of the Volkswagen Eos, press a button and sit back as the vehicle transforms itself in just 25 seconds. With this in mind, 95% of the client’s budget was swiftly allocated to the offer to deliver the car for a test drive to selected Volkswagen drivers in less than 25 hours.This offer answered the brief, but we still needed to find an incredibly cost-effective and engaging way to communicate this via direct mail.

We needed a solution that was simple, simply because we didn’t have the money for anything more than a letter and an envelope. It turned out that this was all that was required to engagingly demonstrate the uniqueness of the transformation from hardtop coupé to cabriolet – all the target market had to do was to open the envelope.

During the period of the promotion, sales were 182% higher than the monthly average and the ratio between test drives and purchase reached an astonishing 78.5%.