Created by Proximity London, the creative highlights why the Passat Trendline, VW's latest addition to the Passat range, represents excellent value for money.
It focuses on additional specification, including alloy wheels, multifunction steering and cruise control for 拢160 less than the current entry level model.
The headline on the outer reads: "At first glance, it doesn't seem to add up."
Once the pack is opened, the headline on the brochure states "拢935 worth of extras for 拢160 less. You may want to check our sums", directly referencing the fact that the Trendline gives you even more specification than the current entry level Passat at a lower RRP.
The pack explains additional product features of the Trendline, detailing their individual cost, and a branded notepad and pencil are enclosed to encourage consumers to work out the savings for themselves. Details of the current finance offer are also included.
Prospects are encouraged to request a brochure or test drive through the inclusion of the 0800 telephone number, campaign specific web page and self-seal response coupon. All responses are incentivised with a prize draw to win a Sony Vaio laptop computer.
Heidi Cartledge, Volkswagen's communications manager, said: "Unlike most tactical automotive marketing, this work, created by Proximity London, cleverly demonstrates the Passat Trendline's affordability in an involving and dramatic way, without devaluing its premium position as a beautifully crafted car."
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