With a special turning mechanism of the mailing we told people in a clever way that they get with a Golf Variant, a required station wagon AND a desired Golf. We sent an envelope out to the clients with two address windows, one on the front side and one on the rear side. The mailing address was identical, only the form of address differed (e.g. “Dear Mr. Muster” and “Dear Musters”). Depending on which way the envelope was opened, either the letter regarding the equipment of the new Golf or the text about spaciousness of the station wagon was read.

The mailing was centrally posted by the Volkswagen Dialogue Centre to more than 10,000 customer addresses. 3.5 % of those addressees booked a test drive.