VW: Volkswagen Reactivation Mailing

DDB UK demonstrated the long-term value of service plans for Volkswagen for this campaign, Silver winner in the automotive category at the 2010 DMA Awards.

VW: Volkswagen Reactivation Mailing


CLIENT • Volkswagen

THE TEAM • Guy Bradbury, Chris Lapham, Deborah James, Lesley Smith, Ewen Whyte, Anna Timchenko, Chris Styring, Kevin Clarke, Andrew Walsh.

WHAT IS WONDERFULABOUT THIS WORK? • Service plans are a great way for VW retailers to stay in contact and increase loyalty, but they just weren't being promoted. We grabbed attention and humorously demonstrated the long-term benefits, showing them how easy it is to make customers come back. Following the campaign, conversion increased from 24% to 49%.

OBJECTIVES• Demonstrate the long-term value of service plans to...

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