Double Soul
Volkswagen
Issue 3 | July 2008
Agency
Rapp Collins
Creative Team
Sergio Müller, Vicky Gitto - Creative Direction;Sergio Müller - Art Direction ;Vicky Gitto, Chiara Bianchi - Copywriting ;Alberto Tornielli Bellini - Graphic Design
Production Team
Maria Guercio - Production Manager
Date
March 2007
Background
Up until today leisure convertibles and sporty coupés have inhabited two separate worlds. It’s a matter of choosing between the two: a relaxed weekend with friends in a Mercedes CLK cabriolet or an adrenaline drive with your best mate in a Porsche Cayman? Volkswagen EOS is the first hard top convertible that puts together the best of both: style, design, quality, four comfortable seats along with loads of horsepower, low body torsion, a sporty drive set. The aim of this campaign was to get prospects to call the toll free number and book a test drive at their closest dealer.
Idea
Rapp Collins’ idea was to use a very simple mailing and envelope conceit to talk to the two different souls of their audience: the leisure lover and the sporty driver. Each side of the envelope has a different invitation: to drive a convertible or to drive a coupé. There are two addresses, two stamps and two flaps. Inside, the letter is printed on both sides. The convertible one’s written in a light and joyful style, the coupé one is more aggressive and technical. The leaflet has two covers, and inside there are two texts that take you to one toll free number to call.
Results
Not yet available.
Size
10,000 mailings
Our Thoughts
I used to hate getting these ‘two cars in one’ briefs and I’ve seen this sort of idea before. But direct marketing isn’t necessarily about originality; it’s about the right message delivered to the right people at the right time, and by those criteria, this will be doing a good job.