Volkswagen: TAPEMAILING video

Credits & Description:

Type of entry: Communication Design
Category: Promotional Item
Advertiser: VOLKSWAGEN
Product/Service: VOLKSWAGEN CLASSIC PARTS
Agency: DDB TRIBAL GROUP Düsseldorf, GERMANY

Client: VOLKSWAGEN
Product: VOLKSWAGEN CLASSIC PARTS
Entrant: DDB TRIBAL GROUP Düsseldorf, GERMANY
Type of Entry: Communication Design
Category: Promotional Item
Entrant Company : DDB TRIBAL GROUP Düsseldorf, GERMANY
Advertising Agency : DDB TRIBAL GROUP Düsseldorf, GERMANY

Chief Creative Officer: Eric Schoeffler (DDB Tribal Group)
Managing Director Creative: Dennis May (DDB Tribal Group)
Creative Director: Holger Scheuermann (DDB Tribal Group)
Creative Director: Jan Propach (Ddb Tribal Group)
Art Director: Maya Brenner (Ddb Tribal Group)
Art Director: Dominika Zajac (Ddb Tribal Group)
Copywriter: Tobias Hecking (DDB Tribal Group)
Account Manager: Tim Jüngling (DDB Tribal Group)
Agency Producer: Mike Reinhold (DDB Tribal Group)
Postproduction: (Pirates 'n Paradise Düsseldorf)
Sound Studio: (Studio Funk Gmbh/Co. KG)
Sound Editor: Timo Kockmeyer (Studio Funk Gmbh/Co. KG)

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.

Describe the brief from the client:
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.

Design Process:
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.

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.