From manufacturer to service partner: How Volkswagen Commercial Vehicles did more, with less

IPA Effectiveness Awards Case Study 2016


In 2013, Volkswagen Commercial Vehicles (VWCV) UK faced competition from market leaders and economy brands with much newer vehicles. Fighting with an ageing fleet and a halved marketing budget seemed an impossible challenge. Instead, VWCV reshaped its entire business around the customers’ needs, shifting perceptions of the brand from being just a van manufacturer to a service partner for small businesses. This case study demonstrates the transformation increased brand awareness, orders and market share, delivering the best results in 60 years. The approach grew the brand’s profit ROMI of £7.41 for every £1 in 2013 to a ROMI of just over £11 for every £1 in 2014.

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“‘Working With You’ has become an important consideration in every brief - from brand communications to events - as we look to provide an empathetic, supportive and insightful partnership for UK businesses.”

Karen Hilton, National Communications, Retailer and Digital Marketing Manager
Volkswagen Commercial Vehicles

Winners 2016

Bronze Winner

Title

From manufacturer to service partner: How Volkswagen Commercial Vehicles did more, with less

Brand

Volkswagen Commercial Vehicles UK

Client

Volkswagen Commercial Vehicles

Agency

adam&eveDDB

Principal Authors

  • David Mortimer - adam&eveDDB

Contributing Authors

  • Emma Whitehouse - MediaCom Business Science

Credited Companies

  • adam&eveDDB - Creative Agency
  • Mediacom - Media
  • MediaCom Business Science - Econometrics
  • Proximity - Direct Marketing
  • Tribal Worldwide - Creative Agency

Volkswagen had a hard task: they were competitively disadvantaged, had a 50% cut in their budget, and so they had to change their strategy. They tapped into a relatively ignored target audience and found a solution that was deeper than just communications. Andrew Geoghegan, Diageo

Shortlist 2018

Bronze Winner

Title

From manufacturer to service partner: How Volkswagen Commercial Vehicles did more, with less

Brand

Volkswagen Commercial Vehicles UK

Client

Volkswagen Commercial Vehicles

Agency

adam&eveDDB

Principal Authors

  • David Mortimer - adam&eveDDB

Contributing Authors

  • Emma Whitehouse - MediaCom Business Science

Credited Companies

  • adam&eveDDB - Creative Agency
  • Mediacom - Media
  • MediaCom Business Science - Econometrics
  • Proximity - Direct Marketing
  • Tribal Worldwide - Creative Agency

Volkswagen had a hard task: they were competitively disadvantaged, had a 50% cut in their budget, and so they had to change their strategy. They tapped into a relatively ignored target audience and found a solution that was deeper than just communications. Andrew Geoghegan, Diageo

From manufacturer to service partner: How Volkswagen Commercial Vehicles did more, with less

IPA Effectiveness Awards Case Study 2016


In 2013, Volkswagen Commercial Vehicles (VWCV) UK faced competition from market leaders and economy brands with much newer vehicles. Fighting with an ageing fleet and a halved marketing budget seemed an impossible challenge. Instead, VWCV reshaped its entire business around the customers’ needs, shifting perceptions of the brand from being just a van manufacturer to a service partner for small businesses. This case study demonstrates the transformation increased brand awareness, orders and market share, delivering the best results in 60 years. The approach grew the brand’s profit ROMI of £7.41 for every £1 in 2013 to a ROMI of just over £11 for every £1 in 2014.

Click to purchase this case study >