Volkswagen need no introduction, and MB have earned the opportunity to work with the VW accessories team on the launch of their Touch Phone Kit.
VW obviously have a very good brand, this year valued at $US6.7b. In the recent global financial crisis, Volkswagen were the only automotive company to actually gain brand value. So, protection of this is paramount. This means extremely stringent and extensive brand guidelines that can be a challenge in themselves. This particular project’s challenge was to address increasing the likelihood of accessory sales at the time of a car sale, whilst being on-brand and without being pushy or getting in the way of other material on-site.
As is usual for Milton Bayer, we thought about the total communication issue around this brief, coming up with concept and delivery options which the client may not have considered before. We went with a ‘Talking without hands’ concept which immediately communicated the benefits in a very ‘VW’ way.
Looking at the customer journey through a VW showroom and the communication issues this brings up enabled our solutions to take the creativity of this campaign to a new level whilst not straying from the brand. This produced a differentiated and so effective campaign.
Cost-effective communication pieces were placed throughout showrooms and cars, in direct eye lines. We adapted existing literature stands to make them more effective and designed new free-standing P.O.S units which were easily assembled, good quality. and cost-effective.
We handled the whole project from concept to nationwide fulfillment into showrooms.
This project was very well received by Volkswagen we are lucky enough to be working with a client who believe in tracking results and acting on them, even if they’re difficult to obtain.
“Milton Bayer created our Bluetooth campaign materials which resulted in a significant up-lift of unit sales compared to retailers who weren’t included in the POS marketing material”
Volkswagen Parts Marketing Manager
It was also great to hear that the materials Milton Bayer produced were presented as VW’s best practice examples at international VW events and have since been adopted by other European VW partners! We of course translated, produced, and shipped those too!
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