Winners & Shortlists

VW TAPEMAILING

TitleVW TAPEMAILING
BrandVOLKSWAGEN
Product/ServiceVOLKSWAGEN CLASSIC PARTS
Category A02. DIMENSIONAL MAILING
Entrant Company DDB GERMANY DÜSSELDORF, GERMANY
Advertising Agency DDB GERMANY DÜSSELDORF, GERMANY
Credits
Name Company Position
Eric Schoeffler DDB Group Gmbh Cco
Dennis May DDB Group Gmbh Managing Director Creative
Holger Schermann DDB Group Gmbh Creative Director
Jan Propach 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

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.

Creative Execution

Our method of reaching out did not only allude to the way of listening to audio-content in the car back then, but it was also proof for Volkswagen’s quality: When even the cassette deck is still working, the car should be, too. Also, 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.

Describe the creative solution to the brief/objective.

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.

Results

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.