Can you spell safety using the letters T O U R A and N? Of course not, but they’re synonymous with safety. The pack continues the children’s theme with copy that brings the car to life in a light and playful way. While its clean and simple design reflects all the traditions of Volkswagen, this pack also combines interactivity with child-friendly design touches, such as rounded corners and an ‘Age 3+’ symbol, that give it the feel of a piece of work that has been thoroughly and lovingly crafted.

158,974 households were mailed. 9,611 prospects generated. The campaign outperformed against Volkswagen’s expectations with a 6.05% response rate.