Mail & Door Drops
Bluemotion Label
Media Silver, Direct Bronze - Direct Response Print - VW South Africa
Issue 24 | September 2012
Agency
Ogilvy Cape Town
Creative Team
Executive Creative Director: Chriz Gotz Copywriter: Sanjiv Mistry Art Director: Prabashan Gopalakrishnan Pather
Other Credits
Account Managers: Greg Tebbutt, Jason Yankelowitz
Background
Most magazines (and the ads in them) end up as landfill.
Idea
It was hardly environmentally friendly to promote VW’s eco-conscious Bluemotion range in print, then. Unless it was with a pre-paid insert which turned post boxes into recycle bins. Just stick the pre-paid label on the magazine and send it off to be recycled.
Results
9% response in the test area (5% objective) so the idea is being rolled out nationally.