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Doctor’s Notes

Volkswagen

Issue 8 | September 2008

Background

The average commuting time in the UK is about an hour. For the average commuter, this is a time filled with tailbacks, road-works, traffic jams and the like. It’s an uncomfortable but necessary evil. The Passat Highline, on the other hand, is luxury on wheels. Proximity London’s objective was to position the car as the perfect remedy for the commute. The DM campaign was conceived to inform the target audience of the vehicle’s features and benefits, and to persuade them to take a test drive.

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