Volkswagen - 'The road to purchase': the growth of Volkswagen UK, 1995 to 2001

Describes the marketing communications plan which led Volskwagen (VW) to double its sales 1995-2001. VW started the period 7th in rank, with a market share of 4%, dominated by one model (the Golf).
Agency: BMP DDB, Proximity, Tribal DDB, MediacomAuthors: Richard Butterworth, Matt Willifer and Sara Donoghugh

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'The Road to Purchase'

The Growth of Volkswagen UK, 19952001

In 1994 Volkswagen was a niche player in the...