2018 Bronze Best use of mail
14 Dec 2018
Agency: Proximity London
Client: Volkswagen Commercial Vehicles
Campaign name: Chassis Cab
Campaign overview
Showing endless possibilities in a finite format
The brief
Volkswagen Commercial Vehicles (VW) launched the Crafter Chassis Cab so that a business could convert the vehicle to suit their line of work.
And they needed a campaign to showcase the flexibility on offer.
Strategy
When VW launched the Crafter Chassis Cab – a high-spec cab that can be converted every which way – they needed a body of work to show-off its potential.
And the Cab offered a huge opportunity to go after key areas of the market, which previously could not be tapped.
VW knew the majority of previous Crafter models had been modified to some degree but only 50% were converted officially and registered with their new conversion type.
They needed to communicate to the audience that the new Cab had been designed from the ground up specifically to be converted to their exact needs – all by expert Volkswagen engineers.
“Craft it for your business” was the way of expressing how the Cab could be customised to meet any requirements.
Creativity
Involvement and interaction were key to capturing the audience’s attention and imagination.
So VW created a slide out format to illustrate multiple conversion ideas in a tactile, bite-size way – then the work cut to the chase with the facts and information they needed.
Then, echoing the advanced tech of the vehicle itself, the recipient could hold their phone over the pack to see even more options brought to life via animated video.
A single pack conveyed that the vehicle could be converted in whatever way the recipient could imagine.
Results
For judges eyes only
Team
Proximity London - John Treacy, Executive Creative Director - Jason Cascarina, Deputy Executive Director - Anthony McGinty, Art Director - Lou Wright, Copywriter - Neeta Norton, Producer - Durrelle Gregory, Designer - Matt Ingram, Data Director - Virgillio Peres, Animator - Adrian Hoole, Head Of Customer Engagament - Susan Kalamchi, Senior Account Director - Selena La Fleur, Account Manager - Matt Brocklesby, Business Director
Volkswagen Commercial Vehicles - Kelly McIntyre, Communications Manager
Contributors
Merkle Inc.