Volkswagen Group Leasing - Big Words Campaign

The Client

Volkswagen Group Leasing (VGL) brands include Volkswagen, Audi, Seat and Skoda and clients range from large public sector organisations to prestigious clients. Research told us that broader awareness of VGL was low, so communications would need strong standout to generate leads for the hungry sales team.

What was the challenge?

The fleet market is a highly competitive sector with many large organisations offering similar products and services. Most competitors have the same approach to vehicle finance and present themselves in a similar, corporate way, believing that finance is a serious business and therefore they must behave seriously.

Our role was to examine and develop a point of difference, a new look and style and a new distinguishing approach.

What was the connection?

Using the new BIG WORDS branding created by Palmer Hargreaves, we positioned the brand for maximum freshness and standout in a leasing marketplace dominated by corporate grey, jargon and waffle. ‘Making leasing simple’ became the positioning for the brand, which PH translated into a targeted campaign, to include trade press, online and direct mail activity.

What were the results?

Although the current campaign only launched in August, we have already delivered a strong set of results, including:

• The ‘Bee Balloon’ DM converted 25% of those contacted into sales appointments.
• A PPC campaign increased visitors to the seven-fold.
• An email campaign to public sector organisations delivers more than double the target open rate.

Overall the campaign has generated 50 strong leads to date.

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