CAMPAIGN DIRECT AWARDS 1999: The Web Mart Award - Best Use of Business-to-Business Direct Mail (High Volume)



Title: Polo, actual size

Agency: Barraclough Hall Woolston Gray

Client: John Dalziel, Volkswagen UK

Creative Director: Nick Moore

Art Director: Sonia Singleton

Copywriter: Debi Bester

Agency Manager: Beth Menzies, account manager

To encourage fleet managers to consider the Polo, this mailing was

designed to make them think of it as a small car that feels big. In the

month following the mailing, calls to a hotline number requesting

information increased by 18 per cent and fleet sales of the Polo

increased by 152 per cent.


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