Volkswagen Passat: Beautifully crafted - 2001 launch - IPA Effectiveness Awards Case Study 2002

Brief Description: This case describes how an integrated multi channel communications campaign was used to launch the face-lifted Passat in 2001, leading to a 21% increase in volume share and a 30% increase in value share. With all the communications channels working together efficiently, spend per unit decreased by 9%. The case shows how launch communications directly led, profitably, to 8180 extra sales and £131 million extra revenue for Volkswagen UK in the short term, in addition to more long term benefits. ;---(TAGS)--- Full Title: Volkswagen Passat launch 2001 ; Number: 2002/55 ; Brand Name: Volkswagen Passat ; Client: Volkswagen UK Ltd ; IPA_ProductCoding: Automotive (Motor cars) ; Agency: BMP DDB ; Tribal DDB ; Proximity London ; Mediacom ; Author: Richard Butterworth, Sara Donoghugh, James Hillhouse ;