Super Taos: Direct Mail Generating Super Leads for Volkswagen

Medal Won

• 🥈 SILVER – Best Use of Mail

Campaign Overview

In an era dominated by digital advertising, Volkswagen Brazil sought to stand out by reinvigorating the use of direct mail. To promote the new Volkswagen Taos, a premium SUV, Volkswagen targeted potential buyers with an innovative, immersive mail piece inspired by the campaign’s theme: “Super Taos – A Car with Superpowers.”

The direct mail effort aimed to evoke emotional connections with its audience through a unique comic book format that merged storytelling with product features, creating a memorable experience for recipients.

Creative Concept

The mailer presented an engaging dual-narrative format:

• Comic Book Immersion: Told the story of the Taos from two perspectives—through the eyes of a child who views their mother as a superhero behind the wheel, and through the mother’s eyes as a confident, empowered driver.
• Polarized Lenses Feature: The dual stories were revealed using special polarized lenses included in the mailer, enhancing the storytelling experience.
• Integrated Campaign Elements: Included QR codes linking recipients to the TV commercial and the Volkswagen website, allowing them to explore offers and register their interest in purchasing the Taos.

Execution Strategy

1. Targeted Audience: Leveraged customer data to identify individuals most likely to purchase the Taos, focusing on owners of similar SUV models and prospects ready for an upgrade.
2. Regional Focus: Limited distribution to the Southeast region of Brazil, ensuring efficient delivery and engagement.
3. Multi-Touch Integration: Combined direct mail with ongoing digital campaigns to amplify impact.

Impact and Results

The campaign surpassed expectations:

• 39% increase in leads compared to the previous month.
• 47% more leads than two months prior, when the campaign ran exclusively on other media.
• Conversion rate of 0.35%, with more sales expected as leads progress through the sales cycle.
• 20 cars sold directly to the mailer audience, doubling the original goal of 10 sales.

Why It Worked

By creatively combining storytelling, personalized engagement, and product features, Super Taos redefined direct mail as an experiential tool. The innovative use of polarized lenses and integration with digital channels provided a memorable, actionable, and measurable way to connect with potential buyers, proving that traditional mediums can still deliver exceptional results.