A personalised direct marketing campaign that helped VW go through the gears

VOLKSWAGEN GROUP

21% response rate and 93% converted to test drive

WHAT?

After winning several awards for customer engagement, Volkswagen Group, Ireland wanted to try a new personalised multichannel campaign for the Amarok V6 launch.

HOW?

A personalised direct marketing campaign was created for the Amarok V6 launch, which coincided with the National Ploughing Championships in Ireland, the biggest exhibition in Europe.

Our creative team designed a personalised piece of direct mail with a strong offer and call to action that directed customers to a personalised landing page. There, the customer could book an off-road driving experience at the Ploughing Championships, redeem their free ticket, book a test drive at their local dealership, request a call back or view the product brochure.

RESULT...

21% of the customers responded to the campaign and 93% converted to a test drive.

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