The Challenge: Development of a dialog marketing measure to raise curiosity about the new Golf Variant which, in doing so, calls attention to the outstanding length of the vehicle and thus generates as many test drives as possible.

Strategy: In order to make the longest Golf ever as palpable for the recipients as possible, we have played up the longest Golf ever with the longest cover letter ever. The story that we tell in the cover letter is the long description of the route from the driver’s seat to the trunk. In the process, this describes the Golf Variant down to the smallest detail.

Success: Up to 5% test-drive registrations at the call centre, depending on the address list.