VW's Golf highlights 30-year history via Proximity mail-out
Volkswagen is drawing on the 30-year history of the Golf and its five stages of evolution in a direct marketing drive to back the launch of the mark-five model.
A direct mail pack, developed by VW's long-standing below-the-line agency, Proximity, is being sent out to existing Golf customers.
It is part of an integrated campaign, which also involves above-the-line ads through DDB London, online via Tribal DDB and media by MediaCom.
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The pack is a square card envelope, which opens out to reveal the different Golfs from the mark one from 1974 to the latest model.
The mailing has been tailored to include information on finance deals for appropriate customers and also contains a competition to win a Bang & Olufsen television.
Warren Moore, the creative director of Proximity London, said: "Direct marketing has enabled Volkswagen to build on the Golf's heritage, while drawing attention to product features of specific interest to key prospect groups."
Catherine Woolfe, the communications manager for small cars at Volkswagen UK, said: "Proximity London has brought our new Golf to life with imagination and flair."
The direct marketing campaign was written by Paul Faulds and art directed by Chris Rambridge.
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