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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.