Volkswagen Hong Kong: Project Polo – turning probationary drivers into professional ones

This case study explains how Volkswagen increased test drives and sales of its new Polo car model in Hong Kong by helping newly qualified drivers improve their skills and gain confidence.

Volkswagen Hong Kong: Project Polo - turning probationary drivers into professional ones

Andreas Krasser

Campaign details

Brand owner: Volkswagen Hong KongLead agency: DDB Group Hong KongBrand: VW PoloCountry: Hong KongIndustry: Automotive industry, marketChannels used: Earned media, buzz, Events and experiential, Internet - display, Online video, Social media, Word of mouth, advocacy Media budget: Up to 500k

Executive summary

This case study describes how Volkswagen New Polo gained test drives by bringing them forward in the customer journey in the guise of advanced driving lessons and thus changed...

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