Volkswagen Golf Plus direct mail case study

This highly targeted 2008 Volkswagen campaign aimed to raise awareness of the new Volkswagen Golf Plus.

With a target audience of people aged 50+, Proximity London produced an elegant hardback book – The Golf Plus Book of Gardener's Friends – which had beautiful illustrations and gardening tips. The link to the car? The Volkswagen Plus is spacious and contains lots of smart storage solutions that make carrying goods back from the garden centre easy.

The book was mailed to both warm and cold prospects, plus Volkswagen attended many gardening events.

The results were fantastic, with a response rate of 11%  – 200% over target. Plus the campaign won silver for art direction in the 2008 DMA Awards.