German car maker Volkswagen is to launch the second wave of a campaign aimed at raising awareness of its Golf V1 model. The move comes as rivals Suzuki and Volvo also ready new direct mail campaigns.
The Volkswagen DM activity, created by Proximity uses the strapline, “sometimes the only one you have to beat is yourself” and follows the recent controversial DDB-created television advertisements.
The Matrix-style TV ads, which feature a car designer fighting clones of himself, have attracted more than a 100 complaints to the Advertising Standards Authority.
The direct mail pack is designed in a maltese cross format with each of the leafs depicting a different component of the Golf V1 stripped bare to illustrate how all aspects of the previous model were reviewed before creating the new model.
The campaign targets 40-60 year-old males and will be sent to 59,000 people.
Separately, Nexus/H has created a campaign for Suzuki’s Alto model.
Breaking February 23, the campaign supports the pan-European TV, press, outdoor and online activity launched earlier this month.
The pack is designed to look like train travel documents with “your tickets enclosed” printed on the outer wallet. The pack aims to communicate that the Alto is the best way to get around.
It will be posted to 200,000 people and emailed to 50,000.
Meanwhile, Volvo is to push its DRIVe range with direct mail and online activity using the strapline “life is better delivered together”.
EHS Brann Cirencester has created a B2C direct mail pack to be mailed nationally and an email programme, which aims to reach Volvo’s existing and prospective B2C and B2B customers.
The agency has also created dealer materials for local activity.