| Title | VW TAPEMAILING |
| Brand | VOLKSWAGEN |
| Product/Service | VOLKSWAGEN CLASSIC PARTS |
| Category |
F01. PROMOTIONAL ITEM DESIGN & PHYSICAL BRAND COMMUNICATION |
|
Entrant Company
|
DDB GERMANY DÜSSELDORF, GERMANY
|
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Advertising Agency
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DDB GERMANY DÜSSELDORF, GERMANY
|
Credits
| Eric Schoeffler |
DDB Group Gmbh |
Cco |
| Dennis May |
DDB Group Gmbh |
Managing Director Creative |
| Jan Propach |
DDB Group Gmbh |
Creative Director |
| Holger Schermann |
DDB Group Gmbh |
Creative Director |
| Maya Brenner |
DDB Group Gmbh |
Art Director |
| Dominika Zajac |
DDB Group Gmbh |
Art Director |
| Tobias Hecking |
DDB Group Gmbh |
Copywriter |
| Tim Jüngling |
DDB Group Gmbh |
Account Manager |
| Mike Reinhold |
DDB Group Gmbh |
Agency Producer |
| Timo Kockmeyer |
Studio Funk |
Sound Editor |
| Clara Beckerhoff |
Pirates 'n Paradise |
Post Production |
| Clara Beckerhoff |
|
|
| Clara Beckerhoff |
|
|
| Clara Beckerhoff |
|
|
| Clara Beckerhoff |
|
|
Brief Explanation
Drivers of classic Volkswagen cars swear on their original vehicles’ quality and durability. They like to reminisce and are fond of everything from the old times. That’s why we needed to find a way of getting into a dialogue with them that’s appealing to the exclusive group of vintage Volkswagen lovers.
The Brief
Classic Volkswagen’s stay the way they are thanks to Volkswagen Classic Parts’ service.
A fact, we needed to bring back into existing customers’ minds.
How the final design was conceived
We kept true to the time our customers’ cars originate from. And produced a radio commercial. One that we didn’t broadcast via the airwaves – we sent it via mail. On a cassette.
That’s not only the way of listening to audio-content in the car back then, but also proof for Volkswagen’s quality: When even the cassette deck is still working, the car should be, too.
Every detail of all packaging materials and the cassette itself were designed like in the time, when the cars of Volkswagen Classic Parts’ customers were built.
Indication of how successful the outcome was in the market
The response of vintage Volkswagen lovers was very positive.
It was showcased and discussed on bulletin boards dedicated to historic cars. And even though car fans are usually very competitive, the fans of other brands fell in love with the idea.