Volkswagen Phaeton is completely handcrafted. Okay, not completely, 97% actually. Just 3 robots are used which is pretty phenomenal. We worked on these print ads which were meant specifically for a fine arts related magazine and invite readers to a special art show where only metallic sculptures were to be displayed. Unfortunately the show never took off, these were turned into tent cards and passed on with art work files to some other team in the agency. Post that what happened, we would never know.
When you read a lot of Seth Godin, you get mad about all the unsolicited e-mail you receive. So we decided to create a Direct Mailer piece for increasing referrals. Customers who owned Volkswagen were asked to refer 3 friends to win an iPad. The friends who were to contact received 3 lovely little postcards where we politely informed them that their friend recommends the Volkswagen experience to them and if they want, they can have a test drive. No pushy sales calls, no 100 e-mails, just a post card you receive from a friend.
Part of a series of e-mail campaign informing new owners why owning a Volkswagen is a pretty great deal.
