Touch DDB has created a direct campaign for the retail launch of the new Volkswagen Golf G6, launching at the end of the month. The campaign supports a national advertising campaign developed by sister agency DDB UK.
The campaign celebrates the iconic status of the Volkswagen Golf, underlining the constant drive of the Golf to improve and innovate, after leading the pack for over 30 years.
The pack dramatises one of the revised features of the car – its luxurious interior. The lining of the envelope has a moleskin finish, with an invite inside for a series of in-store events. The direct campaign will be sent to targeted prospects.
Inside the showroom, the audience get closer to the improvements of the car by exploring the vehicle, through specially designed interactive displays and promotions. Even the brochure has been improved, being supplied in a digital format, on a memory stick.
Richard Hill, planning director at Touch DDB said: “With the Volkswagen heritage of great cars and advertising, it’s a privilege to work on the launch of the new Golf. Using an insight of self-improvement being a shared truth, both for the car, and the target audience, we’ve found a way of allowing people to get closer to the new Golf in a retail experience which really demonstrates the new features and improvements.”
Claire Noble, Retailer Marketing Manager, at Volkswagen added: “The Volkswagen Golf is one of the most iconic cars in British history and has led the market for over 30 years. Over six generations, the Volkswagen Golf has set the benchmark in hatchback motoring, innovation and style. Every Golf launch has set new benchmarks in hatchback standards and the campaign Touch DDB has created for us reflects this in the customer retail experience.”
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