We replaced the existing Yellow Pages delivery sleeve with our very own one. And then delivered it to businesses across South Africa. We took an unused media space and transformed it into the perfect channel for targeting the relevant businesses. So when the three Yellow Pages books, packed with almost every business in South Africa, were taken out of the sleeve, our message was clearly communicated: Volkswagen Crafter. For any business.

We sent out hundreds of mailers to businesses across South Africa. After the campaign, Volkswagen dealerships received higher than average bookings for test drives; sales of the Crafter in South Africa increased by 30% for the month of March; and most importantly we showed business owners that Volkswagen Crafter is the commercial vehicle for their business.