Mini book promotes VW's new mini car Up

Share this content:
Volkswagen introduces Up mini car
Volkswagen introduces Up mini car

The Offer: With DDB UK at the creative wheel, Volkswagen devised a tiny book of photography to encourage test drives of its smallest-ever car by the people who matter most: the fleet managers who oversee the maintenance and operation of a company's convoy of transport vehicles. The Narrow Roads of Britain contains images snapped by British landscape photographer Harry Cory Wright showcasing the thinnest country. lanes and city streets in the U.K. — roads so tight, the idea is only drivers of VW's mini, dubbed the “Up,” can enjoy. The GPS coordinates for each street are printed on the corresponding page.

The Data: VW sent 6,000 free copies of the book, which contains 18 images and illustrations, to fleet managers all around the U.K. Wright traveled roughly 3,000 miles across the British Isles with representatives from Volkswagen Fleet Services to seek out the windiest, slimmest roads he could find.

The Channel: The book, small enough to fit comfortably in a glove compartment, was mailed to all fleet managers who expressed interest in test driving the Up.

The Creative: The GPS details in the book aim to promote the Up's new “Maps and More” console, which includes a customizable satellite navigation system.

The Verdict:

Flora Caputo is VP and executive creative director at Jacobs Agency. A working mom, Caputo is also a prolific blogger on domestic topics, such as gardening, baking and crafts. Her client roster runs the b-to-b and b-to-c gamut, from Kraft Foods and Kellogg's to Accenture and Microsoft. Read our Q&A with Flora for more.

This is a great example of a very simple (and small) idea that packs a big punch. In addition to being well done — from art direction to production — this glove box-sized book puts the true features and benefits of this small car into the driver's hands. This is a perfect example of knowing your target, knowing your product and making an ideal and engaging match.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above