Volkswagen: 'The road to purchase' - the growth of Volkswagen UK 1995-2001 - IPA Effectiveness Awards Case Study 2002

Brief Description: This case shows how an integrated multi channel communications approach based around car buyer's 'road to purchase' helped Volkswagen UK double its new car sales and value share over 6 years, as well as boosting sales of parts and used Volkswagens, without any erosion of the brand's 'cut above' status. The communications approach was highly efficient, and directly led to 151,000 extra sales and £1.99 billion extra revenue for Volkswagen UK. ;---(TAGS)--- Full Title: VOLKSWAGEN - 'THE ROAD TO PURCHASE': THE GROWTH OF VOLKSWAGEN UK, 1995 to 2001 ; Number: 2002/54 ; Brand Name: Volkswagen ; Client: Volkswagen ; IPA_ProductCoding: Automotive (Motor cars) ; Agency: BMP DDB ; Tribal DDB ; Proximity London ; Author: Richard Butterworth, Matt Willifer, Sara Donoghugh ;