Silver Winner

Print — Direct Marketing - Business-to-Business

Entrant: DDB UK, London

Volkswagen Up!
"The Narrow Roads Of Britain"

Description of the Project

Volkswagen launched the up! in March 2012. An innovative, quality small car, – bringing all the Volkswagen values to the smallest car segment. Volkswagen Fleet invited fleet managers to test drive the up! but wanted a test drive pack to send in advance to serve as an introduction to the car and to make the experience a bit more exciting.

We created a miniature ‘Glove Box Book’ showcasing ‘The Narrow Roads of Britain’. It encouraged the recipient to seek out their nearest narrow road by typing the GPS co-ordinates on each image into the up!’s “Maps and More” infotainment system.

The book also gave a bit of background to each narrow road – from defences built to keep out the marauding Scots to 13th Century red light districts.

Art Directors: Aaron McGurk/Chris Lapham Copywriters: Aaron McGurk/Chris Lapham Creative Director: Guy Bradbury Executive Creative Director: Jeremy Craigen Agency: DDB UK, London Planner: Rachel Hamburger Agency Account Manager: Laura Balfour Agency Account Director: Amanda Griffiths Agency Board Account Director: John Langfield Client Marketing Director: Rob Taylor Client Account Director: Tracey Rossetti Corporate Name of Client: Volkswagen Magazine, Newspaper or DM: Direct Mail

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