Volkswagen ‘virtual test drive’ by Proximity London

Volkswagen has used typography and illustration in its latest email campaign that encourages the viewer to scroll and steer the message across the screen.

Created by Proximity London, the campaign promotes its range of cars and involves 18 different mails, one for each model in the range.

The emails containing discount offers and invitations for test-drives. The emails are too wide to fit onto computer screens so viewers must scroll the page to the right to reveal the whole message. A brief story is told about each car, using the copy as a road that the reader must follow.