Prickle Mailing
Volkswagen Individual
Issue 3 | July 2008
Agency
Tribal DDB Germany
Creative Team
Martin Drust, Friedrich von Zitzewitz - Creative Direction;Angela Gillmann - Copy;Andrea Schlaffer - Art Direction
Production Team
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Other Credits
Nadja Saländer - Consulting
Date
December 2006
Background
Tribal DDB Hamburg were tasked with developing a direct marketing drive which would highlight the enormous acceleration and engine power of the Golf R32 in an attention-grabbing manner and thereby generate as many test drive sign-ups as possible.
Idea
Tribal DDB Hamburg’s solution was based on the Idea ‘It’s not possible to describe a Golf R32. You have to experience it’. They developed a mailing that offers a foretaste of what it is like to sit in a Golf R32 and really step on it. The sensory enhancer, when massaged on the back of the head, causes the same goose bumps as felt when accelerating a Golf R32 from 0 to 100 km/h in 6.2 seconds.
Results
The prickle mailing had a high involvement factor and resulted in an average of up to 6% test drives.
Target Audience
Men aged 25 to 40 with a monthly household income over €3000 and an affinity for high-powered cars in the A segment.
Size
10,000 mailings
Our Thoughts
Being able to give your recipients genuine goosebumps is certainly an appealing prospect, so this piece for Volkswagen presses all the right buttons. Providing people with an item they find useful is a great way to ensure they keep hold of it, but providing one that gives them a bit of a thrill is bound to stick in the mind as well.