Direct > Use of Media
CP COMUNICACION PROXIMITY - PROXIMITY WORLDWIDE, Madrid / VOLKSWAGEN / 2005
Awards:
Overview
Credits
BriefExplanation
With the launch of the new Audi A6 in November 2004, the brand wrote to fleet and purchasing managers at large companies, a market representing a high percentage of sales of this model.The action needed to achieve sufficient attention and impact to overcome the filter of the secretary. Because of this, a dimensional mailing was chosen.
CampaignDescription
We started from the overall campaign concept: New Audi A6. New Perspectives. Only by seeing things from different perspectives was a totally innovative vehicle created, so advanced it seemed almost impossible: a vehicle with new perspectives.The mailing contained a picture of considerable size hiding a secret key for a big operation. The picture was a work by the artist Escher. This illustrator was chosen because his work communicated the "new perspectives" image of the overall campaign.Together with the picture, we delivered a secret and confidential dossier with steps to follow to discover the key.
When customers removed the paper from the back of the picture, they found an envelope with a leaflet and a letter presenting the new A6, the sales offer and the opportunity to request a visit by Audi sales staff.
Outcome
A total of 288 sales visits were achieved, a redemption rate of 24%. From these, 51 (17.71%) companies purchased a total of 104 vehicles.
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