Ben Malbon
Advertising Manager at Google
London, United Kingdom
TitleMailer to Fleet Customers 'Don't Forget' stamp
Agency
Campaign Don't forget it's a diesel - Volkswagen
Advertiser Volkswagen
Brand Volkswagen
PostedMay 2005
Product Diesel
Business Sector Cars
Tagline Don't forget it's a diesel
Result This case describes how coordinated communications helped to dramatically increase the diesel share of Volkswagen sales, and to skew the sales mix towards higher variant diesels. The campaign saw diesel sales revenues increase by 60%, and sales of higher-powered diesels increased from 33% to 53% of Volkswagen’s diesel mix. Volkswagen became diesel market leader and Golf became the UK’s best selling diesel. The case demonstrates how communications led, profitably, to £180.2m in additional revenue for Volkswagen UK, and changed perceptions of diesel forever.
Media Type Direct Mail
Market United Kingdom
Account Planner
Account Planner
Advertising Manager
Econometrician
Econometrician

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