Volkswagen

A local dealer production solution to improve communication message quality and deliver cost efficiencies.

Volkswagen’s advertising is recognised as some of the best advertising in the world, a plaudit mainly due to its executional standard. The challenge we faced was to help deliver national advertising quality messages through a personalised and localised retailer marketing programme.

Retailers needed a solution that they could easily access and manage their own marketing activity whilst enjoying the economies of scale afforded through the centralisation of the programme across all retailers.

A solution was put in place that centralised all retailer marketing activity across over 220 retailer sites. Retailers access a central database of marketing communications that they can customise to meet their specific requirements and, enjoy the economies of scale delivered through centralised production.

Representatives were available to retailers to understand their specific needs and help deliver a personalised programme cost-effectively.

The programme is considered to be one of the best in the industry, delivering 16,000 executions per year across local advertising/direct marketing/web advertising and dealer POS.

Local press advertising alone creates 200 press ads per week and the overall solution is described by Volkswagen as a major credit to their franchise, resulting in a significant increase in retailer satisfaction year on year.