|One Show 2001|
|The Winners||Consumer TV: Varying Lengths (Campaign)||Bronze|
Credits & Description
This case shows how an integrated multi channel communications approach based around car buyer's 'road to purchase' helped Volkswagen UK double its new car sales and value share over 6 years, as well as boosting sales of parts and used Volkswagens, without any erosion of the brand's 'cut above' status. The communications approach was highly efficient, and directly led to 151,000 extra sales and £1.99 billion extra revenue for Volkswagen UK.