Volkswagen launches Passat CC with direct mail drive

LONDON - Volkswagen is launching its new luxury coupe, the Passat CC, with a direct mail campaign created by Proximity London.

The Passat is aimed at successful, career-minded 40-plus men and claims to offer a "sleek appearance coupled with the comfort of a saloon and sportiness of a coupe".

The campaign emphasises the car's streamlined nature and the pack has been designed to reflect the car's aerodynamic shape, with an arched brochure to mimic the car design.

The mailer, which will be sent to 30,000 targeted warm and cold prospects, links the shape of the Passat CC with other 20th century product design innovations.

As an incentive, all respondents will be given the chance to win a luxury holiday at the Hotel Marques de Riscal, designed by the creator of the Guggenheim Bilbao.

The direct mail campaign expands on above-the-line work created by DDB London.

Daniel Hill, communications manager for large cars at Volkswagen, said: "The Passat CC represents a new benchmark in the luxury coupé sector; it offers quality performance mixed with incredible style and comfort, all at affordable prices.

"Proximity London has created a campaign that mirrors these ideas perfectly and connects them with our consumers."

Amanda Phillips, CEO of Proximity London, said: "We worked in close coordination with Volkswagen to determine the target audience for this new model.

"Thanks to this close working partnership and understanding of the target audience, we were able to create a campaign that dramatises the innovative design of the new Passat CC and that will truly connect with consumers."

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