Proximity London began by investigating the repurchase cycle of Touareg owners through DVLA car owner records. It identified four key target audiences each at a different stage of the cycle and of varying loyalty to the product.
In addition, it found showed that the cycle for some customers was shorter than the assumed three years, which gave Volkswagen the opportunity to improve the timeliness of campaigns.
It then developed a different offer for each target audience, based around the proposition, explained through a direct mail pack, that the new Touareg range makes customer choice even tougher. The art director was Paul Iaquaniello and the copywriter was Andy Hepburn.
The most loyal group, those who have purchased two or more Touaregs, are offered an off-road test drive for themselves and a guest with the pack.
People who currently own their first Touareg and are approaching their renewal window are called by telemarketer The Listening Company after they receive the direct mail pack. This group will be used to test the effectiveness of the offroad versus the standard test drive incentive.
A third group consists of previous Touareg owners, who have either purchased a different Volkswagen model or chosen a different car brand.
The last group consists of 24,000 Touareg prospects. They are sent the pack and prompted to request a brochure or test drive.
Georgia Bradley-Grant, account director at Proximity London, said: "The customer analysis programme has given us valuable strategic insight into actual change patterns for car ownership."
Proximity London is supported by Experian for data analysis and insight, The Listening Company for telemarketing, and Brand Experience for the off-road test drives.
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