Barraclough Hall Woolston Gray has taken the shell off the latest
Golf model in a direct marketing campaign for Volkswagen.
The work aims to persuade existing and prospective VW drivers to visit
their local dealer and arrange to test drive the new Golf.
The inserts and direct mail shots complement the above-the-line push
from VW’s advertising agency, BMP DDB, which broke last month.
The brief for the direct marketing campaign is similar to the pounds 10
million TV, press and poster campaign, in that it is aimed at
demonstrating that while, at a first glance, the new Golf may resemble
the old model, below the surface, it has changed radically.
Louise O’Neill, marketing and communications manager, VW Golf, said:
’The agency came up with a literal expression of the brief by
dismantling the car.’
One of the two mail packs, aimed at current VW drivers, features a
brochure with layers of acetate prints revealing first the wheelbase,
then the engine, the interior and, finally, the shell of the Golf.
Once the shell is exposed, the endline is revealed which reads, ’But
best of all it’s still a Golf.’
A second pack, targeted at prospective VW drivers, focuses less on the
differences between the new and old models, and emphasises the Golf’s
The pounds 700,000 below-the-line campaign will consist of a direct mail
push which will run until the end of July, to be followed by national
press inserts in the autumn.
The work was written by Chris Barraclough and Barney Cockerell and art
directed by Steve Edwards and Nick Platt.
Launched in May, the revamped Golf is competing directly with the new
Vauxhall Astra and the Ford Escort replacement, the Focus, which is due
for an October launch.
The TV commercial, which carries the strapline, ’Generation Golf’,
features a series of characters going about their daily business. At the
end of the ad, each holds up a handwritten board on which is written
their inner thoughts - which contrast sharply with their outward