The campaign is being handled by Proximity London and includes a pack being sent to a 70,000-strong list of existing customers, prospects and cold prospects. The aim is to encourage test drives and ultimately purchases for the car.
The creative for the campaign focuses on the theme of illusions and the car having more room inside, despite its similarity to the more compact standard Golf model. Three response mechanisms are enclosed, by coupon, telephone and online, and there is a prize draw to win a Sony DVD Camcorder.
Volkswagen marketing communications manager Morna Steel said: "This pack uses the intriguing concept of illusions to demonstrate some of the key product traits that the Golf Plus displays. The pack is both captivating and engaging and forms an important part of our launch communications."
Proximity account executive Mark Lainas added: "With this being the launch of a new model in the Volkswagen range the below-the-line activity was vital as it enabled us to elaborate on specific consumer benefits that the car offers."
Other marketing activity for the launch includes televison, press and poster creatives by DDB London and online and interactive TV work by Tribal DDB.
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