2011 Silver Best design or art direction

Client Volkswagen UK

What is wonderful about this work? This was the world's first email test drive, an innovative sensory journey. Eighteen side-scrolling emails were meticulously crafted, weaving together a stream of consciousness to evoke the unique feeling of driving that car. With an open rate of 27% and click-through rate of 43.5%, both well above UK averages, this campaign is certainly achieving stand-out in the inbox.

What details of the strategy make this a winning entry? Volkswagen has to work hard to ensure each model makes it to consumers' consideration lists. Volkswagen has always meant reliability and quality but to compete successfully it has to mean good spec and value for money too. Our challenge was to ensure we communicated 'Why Volkswagen', 'Why a Golf' and 'Why buy now' at key points in the journey. As part of an on-going programme for customers and prospects in their repurchase window, we inspired them to take a test drive. Using buying and enquiry history, data analysis identified the optimum time to communicate as well the likely model of interest. Second and third model preferences were also identified, to encourage migration. Over 1,200 variations were created. We now wanted an email that would inspire them to try it out for themselves. Test driving a new VW is a tactile, sensory experience that's an important precursor to purchase. How could we put the enjoyment of driving a brand new Volkswagen into people's inboxes, and make it stand out? The world's first email test drive. Eighteen side-scrolling, rather than downward-scrolling, emails bring each Volkswagen model to life in digital form.

How did creativity bring the strategy to life? Volkswagen is rightly proud of its distinct personality. It dares to be witty, even self-deprecating, and people expect something different from its advertising. So we felt it was important to surprise, entertain and appeal to emotions. For each model we wove together a stream of consciousness with beautiful typography and illustration to evoke the unique feeling of driving that particular car. For the fun, friendly Beetle, there are bright colours and a light-hearted tone, whereas the luxury Phaeton takes a more sophisticated sleek night-drive experience. The result? An emotional journey that brings the values of Volkswagen advertising craft and attention to detail into the much maligned email format.

Results We took a risk with a long side-scrolling email, a first for car marketing, but were convinced when recipients started on their journey they'd be hooked. The results bear testament to this, with open and click-through rates far surpassing industry averages, at 27% and 42% respectively.

Team Jo Jenkins, Maxine Gallagher, Andrew Waddell, Joseph Pirrie, Natalie Brimson, Claire Aldous, Natasha Widdess, Laura-Jane Walker, Alex Lamb, Jo Powell.