2011 Winners & Shortlists

Brief Explanation

The need was to create something that would bring a smile on people's faces in sync with the brand's lineage as a fun brand.

The Brief

Volkswagen Middle East wanted to send Christmas/New Year's greetings to a select clientele including key customers and dealers.

How the final design was conceived

We created a Direct Mailer consisting of a set of ten cards, each one depicting a funny conversation between two Volkswagen models. Each conversation revolved around each car taking a dig at the other - based on the specific features of that particular model. This, while keeping the conversations around the occasion i.e. Christmas and New Year's.

Indication of how successful the outcome was in the market

The occasion of wishing people was cleverly used to communicate the key benefits of each of the Volkswagen models. The mailer was well received and words of encouragement poured in from the people it was meant for. The success prompted the brand to adapt these cards onto their regional website. An ideal start to 2011.