Volkswagen AG direct mail case study

This 2007 campaign for the Volkswagen Golf Variant used a long sales letter, written in the style of a travel piece describing the journey from the driver's seat to the boot. This matched the car itself - the longest Golf of all time.

Agency Tribal DDB GmbH absorbed all the sales arguments and wrapped them in a lighthearted narrative that describes every consumer benefit, one after another. This prompted a response of up to 5% of recipients booking test drives.