To reach our prospects we created an insert that appeared in motoring magazines where they would eagerly be looking for details about the new Golf launch. This was no ordinary insert, but a pop-out, paper model. Now our prospects could actually get involved in the creative positioning of the launch, by 'making' their own new Golf. Once finished, they could see what the Golf looked like in 3D, and were invited to get their hands on the real thing via a test drive. As a finishing touch, even the response card popped out in the same way as the model.

After only two weeks the insert had delivered a response of 4,401–3.39%, incredible for an insert of any kind. There were even reports of people buying not just one, but several copies of the magazines in order to get hold of more inserts so they could build lots of models of the new Golf to give to their friends.