James Hillhouse
Strategist at ITV
London, United Kingdom
TitleDriving Test
Agency
Campaign Volkswagen Passat Launch 2001
Advertiser Volkswagen
Brand Volkswagen
PostedJune 2001
Product Passat
Business Sector Full Size & DeLuxe Cars
Tagline The beautifully crafted new Passat. You'll want to keep it that way.
Philosophy The Road to Purchase



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.
Media Type Television
Length
Market United Kingdom
Production Company
Art Director
Copywriter
Art Director
Copywriter
Agency Producer
Director
Account Director
Strategic Planner
Media Director
Producer
Cameraman
Lighting Director / Lighting
Editor
Executive Creative Director
Creative Director
Creative Director
Creative Director
Creative Director
Art Director
Art Director
Advertising Manager
Creative Director
Art Director
Art Director

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