EPICA Awards 2009 - The Navigation Letter
Issue 14 | March 2010
Agency
DDB Berlin
Creative Team
Creative Directors: Birgit ven den Valentyn, Tim Stübane, Art Director: Ali Alexander, Copywriter: Anke Röll, Art Director: Wulf Rechtacek, Account Director: Silke Lagodny
Production Team
Volkswagen Navigation Systems
Background
About 300,000 letters are mailed out from VW’s headquarters in Wolfsburg. Every envelope offered an opportunity to talk to recipients about VW’s satellite navigation systems.
Idea
Custom-made software was installed which recognized whenever an envelope was about to be printed. It identified the address in MS Word and then connected through to Google Maps.
The route the letter would have to take by road from Wolfsburg to its destination was mapped and then turned into a line. It was scaled and rotated to fit the envelope’s shape and automatically printed.
Results
The clickthrough to www.volkswagen.de/navigation navigation increased by 12%.