VW 'Service Plans' direct mail campaign

VW created an entertaining direct mail pack to entice staff at VW dealerships to watch a presentation.

The car company wanted to persuade dealers to sell more service plans along with its cars and had created the presentation to show how easy it is to keep customers coming back.

VW’s agency, DDB UK, came up with the idea of posting dealers a DVD which showed, as if on CCTV, dealers doing amusing things to make customers come back: stealing their scarves, switching coats, hiding their dogs.

To create an air of intrigue, the disc was delivered to dealers in a plain envelope with no explanatory letter. When they'd finished the film, viewers were directed to watch the presentation - and 39% did.

The result? Sales grew from an average of 24% to 49% in the three months following the campaign.

For more details about the campaign and to see pictures, download our case study below.