Volkswagen: Activation pack

Volkswagen's challenge in the UK was to ensure it communicated 'Why Volkswagen', 'Why a Golf' and 'Why buy now' at key points in the consumer journey.

Volkswagen: Activation pack

Proximity London

The team

Jo Jenkins, Maxine Gallagher, Andrew Waddell, Joseph Pirrie, Natalie Brimson, Claire Aldous, Natasha Widdess, Laura-Jane Walker, Alex Lamb, Jo Powell.

What is wonderful about this work?

The beauty of Volkswagen's rolling multi-channel contact strategy is simplicity of design driven by multi-layered personalisation. Analysis of buying behaviour pinpointed critical times for communication to connect to the customer mindset at each journey stage, with beautifully crafted, emotional and sensory experiences. The Activation Pack generated a 0.9% uplift over the control.

The test-drive email was the world's first email test drive, an innovative sensory journey. Eighteen...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands