The mailing campaign targeted personal needs over pricing. As a result, VW managed to present logical reasons for buying a crafter in an emotional way. They scored valuable popularity points in a market whose competitors all appear to be identical.

The “cargo space sensation” amazed even typically levelheaded decision-makers, positioning VW as an innovative automotive company that knows exactly what their customers want. As a result, enquiries at the VW commercial center increased by 18 percent. Although the mailing campaign seems intricate and expensive, the miniscule interiors were all made of paper and used cleverly arranged miniature lights and mirrors.