Volkswagen Passat direct mail case study

A highly personalised mailer in the style of a set of doctor's notes is what Volkswagen used to persuade its target audience to test drive the Passat Highline.

The direct mail campaign, masterminded by Proximity London, listed the symptoms of the recipient's commute in a 'handwritten' style at the front of a brown envelope.

Developing the doctor's notes theme further, the pack also included an NHS prescription with the medicine required: 'a test drive, take once'.