ABOUT

Concept:
When it comes to vans, there’s a lot to choose from. The old Crafter was seen as a bit tired compared to the shiny new vehicles that had since become available. So Volkswagen developed a completely new Crafter in close collaboration with real customers, including couriers, construction workers and long distance drivers. The van was designed around their genuine needs, after three years of in depth interviews, detailed feedback and countless rounds of meticulous design.

Execution:
To tell the wider commercial audience that this new vehicle had been built around their requirements, we mailed them a designer’s entire notepad. Page by page, the pad showed the Crafter’s progression from initial scribbles, through to precise technical drawings and final photographs glued into place. We painstakingly recreated notes in the original handwriting, to show how what we had learned had been incorporated and reflected in the vehicle’s evolution. And went to great lengths to make sure the authenticity came through; we tore half a page out, included the call-to-action as a Post-it stuck in from the designer, and left the unused pages at the back for the customer to use.

Results:
The pack generated hundreds of enquiries, including 309 visits to van centres and 454 orders being placed. We even got people calling retailers about it, specifically mentioning the designer’s pad they’d received.

Date created: February 2018 2018-02-01T00:00:00+0000
Date published: 8 February 2018 2018-02-08T19:26:19+0000

MADEIT CREDITS

  • VolkswagenClient
  • Brian EagleDesigner
  • Ian CochranCreatives
  • John TreacyExecutive Creative Director
  • Marcus JacksonClient Services
  • Matt IngramClient Services
  • Neeta NortonProducer
  • Scott WalkerCreative Director
  • Susan KalamchiClient Services
  • * Proximity London
Annual 2018 BronzeThe New CrafterDirect Mail Project featured: on 9th February 2018 Contributor:

Proximity London has been a Contributor since 4th October 2018.

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The New Crafter

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