Volkswagen "Prickle mailing"

Development of a dialog marketing measure wich would arouse curiosity about the Golf R 32, placing the enormous acceleration and engine power of the Golf R 32 in an attention-grabbing manner and thereby generating as many test drive sign-ups as possible. It's not possible to describe a Golf R 32. You have to experience it. That is why they developed a mailing wich offers a foretaste of what it is like to sit in a Golf R 32. The sensory enhancer in the mailing causes exactly the same goose bumps felt when accelerate a Golf R 32 from 0 to 100 km/h in 6,2 seconds. The prickle mailing resulted in a quota - depending on the list - up to 6% test drives.

Agency: DDB Germany / Tribal DDB Hamburg, Germany.

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