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VW launches Estate Passat with canine-themed mailer

LONDON - Proximity London has created a mailpack for the launch of Volkswagen's Passat Estate that focuses on its luxury features along with a little help from the four-legged star from the ad campaign.

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The mailing will target 80,000 customers, prospects and cold contacts nationwide and follows the theme of DDB London's above-the-line push featuring a man trying to pull his reluctant, yet comfortable, dog out of the boot of the car.

The mailing uses the canine theme in its mailing by tying it to the car's specification, for example the headline "Sit" gives information about the leather electronic seats.

The headline "Now stay", runs alongside the copy talking about the push button handbrake and electronic stabilisation programme.

Volkswagen is hoping the mailer will inform people who are thinking about buying a new car, as well as reinforcing the luxury positioning of the vehicle.

Recipients are encouraged to respond by requesting a brochure or by taking a test drive. If they do respond they will automatically be entered into a prize draw to win a luxury break in a country cottage worth £1,400.

Ian Johnston, communications manager at Volkswagen, said: "The new Passat Estate follows on in the same vein as the Passat saloon and houses a wealth of luxury features Proximity London has developed integrated work, which clearly demonstrates this and strongly communicates why consumers should include it on their short list."

Proximity has also created a mailing targeting 10,000 fleet managers focusing on the relationship between the fleet manager and the fleet driver. The overall theme of the message is "the car your drivers want".
The pack plays on the car's specification being so luxurious that drivers of it will want to disappear out of the office and no longer "pester" the fleet manager to include the new Passat Estate on the driver's choice list. 

A visual of a paper clip daisy chain suggests the fleet manager might be bored by the now empty office. This thought is then tracked to the back of the pack where the daisy chain has now become the Volkswagen logo.

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