Direct > Product/Service
VECTRA ESTATE LAUNCH
TBWA\GGT, London / VAUXHALL / 2004
Awards:
Overview
Credits
Overview
BriefExplanation
The brief was to produce a mailing promoting the class-beating loadspace in the Vauxhall Vectra Estate.
CampaignDescription
To prove that it had bags more room than its main competitors, we filled the Vectra up with shopping and enclosed the resulting very long till receipt. The receipt reveals exactly how much more can be packed into the Vectra Estate compared to its rivals.
The receipt theme continues throughout the mailer with the envelope and datacapture device in the same receipt typeface, along with copy touches like 'Thank you for shopping at Vauxhall'.
Outcome
A mailing volume of 71,500 produced a response rate of 1.27%. It is too soon to assess final sales figures, but early indications are encouraging.Stuart Sims, Vauxhall Customer Communications Manager said “In a highly competitive sector this piece cuts through with its compelling physical demonstration of the class-leading loadspace.”
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