Brands controlled?
Volkswagen commercial vehicles and lifestyle vehicles.
What are your main priorities over the next 12 months?
Driving awareness of brands, breadth of range and ensuring understanding of our full business proposition.
Agencies used?
After a roster review earlier this year, we now use MediaCom for planning, Iris for creative and digital, Ruby for CRM and RBH for local marketing.
What are the main criteria you use when selecting an agency?
We need to feel they are an extension of our in-house values: energetic, can-do, fresh and value for money.
What are the aims of your new brand campaigns?
We have launched two campaigns in the past month. One is a "Very" brand proposition by Iris for our commercial vehicles arm targeting commercial professionals. The other is an "Escape" campaign for our range of lifestyle vehicles (Caravelle people carrier and California campervan, kombi van).
Which media are you using in the campaign and why?
Our campaign for commercial vehicles is to ensure people understand Volkswagen vans are "very" commercial vehicles. To drive awareness, we are using a range of media, including TV, radio, press, online, DM, eDM and CRM. The campaign for lifestyle vehicles focused on reconnecting with the audience and the passion behind the Volkswagen campers of yesteryear. We are keen to let enthusiasts tell the story, so we accompany UGC digital, PR and retail activity with events and seeding online forums.
What has been your most enjoyable campaign to date?
Probably the Escape campaign, which allows us to engage with the audience and see the passion for the brand. It is an open dialogue with existing/potential customers, so we are always learning and adapting.
