Volkswagen 'Leather Letter' direct mail campaign

Volkswagen created what is thought to be the world's first fully-personalised leather letter to advertise new features being introduced to the Volkswagen Eos.

Among the enhancements were new Vienna leather seats fitted as standard - hence the unusual choice of medium for this direct mail pack.

The pack, designed by DDB Group Australia, enabled recipients to engage with the look, feel and even smell of the car.

It wasn't an easy challenge - four printing machines were broken in the process - but it did contribute to a most satisfying 40% weekly sales lift.

For more details and photos, click the download link below.