Dave Bedwood
Creative Director at T&Pm
London, United Kingdom
TitleDemon Baby
Agency
Campaign Volkswagen Brand 1995-2001
Advertiser Volkswagen
Brand Volkswagen
PostedJune 2002
Product Lupo
Business Sector Cars
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 booskting 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
Creative Director
Creative Director
Advertising Manager
Creative Director
Creative Director
Creative Director
Account Planner
Advertising Manager

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