Volkswagen Diesel - Don't forget it's a diesel - IPA Effectiveness Awards Case Study 2004

Brief Description: This case describes how coordinated communications helped to dramatically increase the diesel share of Volkswagen sales, and to skew the sales mix towards higher variant diesels. The campaign saw diesel sales revenues increase by 60%, and sales of higher-powered diesels increased from 33% to 53% of Volkswagen's diesel mix. Volkswagen became diesel market leader and Golf became the UK's best selling diesel. The case demonstrates how communications led, profitably, to £180.2m in additional revenue for Volkswagen UK, and changed perceptions of diesel forever ;---(TAGS)--- Full Title: 'Don't forget it’s a diesel: how making it OK to drive a diesel proved highly profitable for Volkswagen UK'. ; Number: 2004/34 ; Brand Name: Volkswagen Diesel ; Client: Volkswagen London ; IPA_ProductCoding: Automotive (Motor cars) ; Agency: DDB London ; DDB Matrix ; Author: Ben Malbon, Sara Donoghugh ;