Volkswagen

A recent direct mail campaign I came across from Volkswagen to promote the launch of a new convertible car. Potential customers were posted a promotional pack containing three large size posters of 'sky scenes' and the instructions to wind down their windows and stick the posters upon their car ceilings to stimulate the feeling of driving in an open top car.

How many people actually bothered to go and stick the posters in the cars I am dubious of however it is a witty attempt at stimulating the feeling of freedom driving without being enclosed and the 'exotic sky' images can only of created desire for the experience. The campaign raised awareness of the product and created a desire as the percentage of test drives undertaken on the new model increased.