[July 27, 2007] Direct choice: Volkswagen Golf Tweet (Marketing Via Thomson Dialog NewsEdge) The VW Golf is an enduring, iconic brand with powers of self-reinvention that would make Madonna jealous. This latest mailer is part of its current 'night driving' campaign, based on the belief that night-time is when you can best experience the real pleasure of driving - or in other words, not crawl along or be stuck in yet another traffic jam. Emblazoned inside with striking images of the Golf at night, the leaves of this sleek, quality-looking pack open out to reveal four inserts, each representing a different quality of the car. A metallic-finish thick board symbolises the strength of the chassis, a jet-black piece of card stands for the engine's power, a soft rubber insert represents comfort, while a piece of corrugated card reflects control and the Golf's ability to absorb uneven road surfaces. It would have been a real bonus and insight into the product had the inserts been made from materials that are actually used in the car - perhaps leather from the steering wheel or plastic from the dashboard. Presumably it hasn't been due to budget. Being inquisitive, I called the test-drive number on the pack to book a 'night driving' experience - for 3am. However, the agent was unable to help with my 'unusual' request, though added I wasn't the first to ask, and referred me to my local garage - a hitch that highlights the importance of a truly joined-up campaign. That aside, this is an impressive mailing that is certain to generate sales for VW. Mailer: Proximity London. Copyright 2007 Haymarket Business Publications Ltd, Source: The Financial Times Limited [ Back To TMCnet.com's Homepage ]