Presentation Transcript
Slide1: Volkswagen Case Study The Proof
Slide2: Introduction VW constantly invested heavily in press
Motors is an increasingly competitive market.
Pre-registration July - August 2002 VW ran a ‘value’ branding campaign.
newslink and national press were used
Independent research company Clark Chapman conducted the research
Slide3: Background Info VW’s target audience was ABC1 Male car drivers aged 25 to 65 who are “likely to buy from new in the next couple of years”
1,415 of VW’s target were interviewed during the research
c700 pre and c700 post campaign
All interviews were face-to-face, on the street, and conducted by qualified researchers
Considering that the target audience are ‘interested in buying a car soon’, we may expect to see rises in awareness amongst advertised and non-advertised groups
especially leading up to changes in registration on 1st September
Slide4: The messages
Slide5: Conclusions Indicators for VW Value campaign are very positive, especially for the performance of the Radio & Press and Radio only elements
eg Spontaneous awareness Pre Post
R&P 3% 10%
Press 3% 5%
Radio 3% 9%
None 3% 5%
Slide6: Conclusions
Crucially for VW this converted into changes of ‘likelihood to purchase’
eg Likely to consider Pre Post
R&P 23% 32%
Press 23% 20%
Radio 20% 27%
None 16% 14%