2011 Bronze Automotive

Client Volkwagen UK

What is wonderful about this work? The beauty of Volkswagen’s rolling multi-channel contact strategy is simplicity of design driven by multi-layered personalisation. Analysis of buying behaviour pinpointed critical times for communication to connect to the customer mindset at each journey stage, with beautifully crafted, emotional and sensory experiences. The Activation Pack generated a 0.9% uplift over the control. The test-drive email open and click-through rates far surpass industry benchmarks at 27% and 42%.

What details of the strategy make this a winning entry? With ambitious market share targets, we have to work hard to ensure each model makes it onto consideration lists. Volkswagen has always meant reliability and quality but to compete, it has to mean good spec and value for money too. Our challenge was to ensure we communicate ‘Why Volkswagen’, ‘Why a Golf’ and ‘Why buy now’ at key points in the purchase journey. Intensive database analysis, including length of ownership, enquiry, conversion and migration patterns, led to a programme with three elements: the first says ‘Why Volkswagen’ and is tailored to customer profiles and models of interest, with 51 versions. The second is a suite of 18 sensory test-drive emails. The final communication gives consumers real reasons to buy and brings to life how it feels to own a Volkswagen with real quotes from current owners.

How did creativity bring the strategy to life? Volkswagen is rightly proud of its distinct personality. It dares to be witty, even self-deprecating, and people expect something different from its advertising. We felt it was important to surprise, to entertain and to appeal to emotions. The Activation pack is simple and engaging, with thought bubbles of questions married to simple graphic illustrations. Then to encourage test drives, our 18 ‘Volkswagen journeys’ recreated the joy of driving each model. Evocative stream-of-consciousness copy, stock photos with stunning typography and beautiful illustrations create a visual and verbal feast. Lastly, the conversion pack conveys the love they’ll experience owning a new Volkswagen. The finance offer is wrapped up in the warmth of this piece.

Results Our results prove that we have engaged customers and prospects in an emotional way. Brochure, test drive requests all have significant uplifts over the control, from 0.9 to 1.8%, while open and click-through rates far surpass industry norms. All indications are that as an ongoing programme of communications that drive people down the road to purchase, it is definitely working.

Team Jo Jenkins, Maxine Gallagher, Andrew Waddell, Joseph Pirrie, Natalie Brimson, Claire Aldous, Natasha Widdess, Laura-Jane Walker, Alex Lamb, Jo Powell.