The ‘Top Secret” campaign from Volkswagen shows that simplicity is best by sending out a direct mail pack to a well-defined target audience. The hand-picked group received several top-secret documents detailing the benefits of the new Volkswagen. The campaign created a feeling of privilege, developing a trust factor making customers feel a part of the brand, showcasing all that is possible with a well-defined targeted direct mail strategy Volkswagen is showing how to execute marketing best practice.
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