Communicate a value message in direct mail: perhaps not the most inspiring of briefs...
So we recast it as an opportunity to contribute to the history of great VW ads, dating back to the era of Mad Men!
We needed a cut-through, 3D but affordable idea to tie in to the well-known ATL campaign about 'unbelievable value'. Focussing on the physical effects of shock, we hit on sticking plasters as a gently witty way of lifting the piece.
The envelope engages recipients by warning them to avoid sharp edges while opening. Inside, the brochure and letter detailing Volkwagen's shockingly good offers are accompanied by a sheet of branded plasters, "just in case..."
Finally, we concepted an email to deliver the value messaging online. Dramatising our idea that you might faint or fall over after reading the offer, the body of the email is rotated 90 degrees. HA!
The pack was highly commended by Volkwagen's Head of Marketing as a beautifully simple execution of a lateral idea.