Volkswagen Journeys
Issue 20 | September 2011
Agency
Proximity London
Creative Team
Creative Brand Guardian: Jo Jenkins; Copywriter: Maxine Gallagher
Production Team
Typographer: Charles Williams; Senior Designer: Elsa Lima; Developer: Kwai Cheung; Data Specialist: Suzanne Swanepoel; Database Director: Rob Thompson
Other Credits
Senior Planner: Jo Powell; Account Director: Joseph Pirrie; Account Manager: Natalie Brimson
Date
March 2011
Background
While test-driving a new VW is a tactile, sensory experience which is an important precursor to purchase, an e-mail doesn’t quite have the same impact.
The task was to try to capture something of the actual driving experience and put it into people’s in-boxes, inspiring recipients to want to test-drive the actual model of VW they had already expressed interest in.
Idea
Rather than list features and benefits, the approach was to surprise and entertain and elicit an emotional rather than rational response.
The side-scroll enabled readers to enjoy a virtual test-drive, brought to life with beautifully-written copy and intriguing design crafted to bring to life the feeling of driving each specific model.
Bright colours and a light-hearted tone characterized the e-mail about the friendly Beetle whereas the luxury Phaeton required a more sophisticated tone, taking the viewer on a night-drive.
In every case, it was an emotional journey, one that brought Volkswagen’s values of craft and attention to detail into the much maligned e-mail format.
Results
The first stage of the campaign has delivered open rates of 42.9%, almost double the UK average of 22%*.
Click-through rates are 43.5%, far above the UK average of 17%*.
It’s too soon to say how many people have taken test drives (it takes months to get results from VW dealers), but it’s clear many potential customers have been kept engaged with the Volkswagen brand, prompted to find out more.
*Source: Redwood
Our Thoughts
The creative people I really admire are those who take on small and difficult projects with the same energy and dedication as they take on the big-budget brand building jobs.
I may be wrong, but I imagine this started out as an unpromising brief before the team began wondering how much more ambitious they might be. Then it would have taken a series of conversations with the client as the scope of the task expanded. So full marks to everyone for making a silk purse out of what plenty of other’s would have left as a sow’s ear.