Volkswagen Direct Marketing

Creating a buzz around VW Group Leasing's customer acquisition

The Client
Volkswagen Group Leasing (VGL) brands include VW, Audi, Seat & Skoda & clients range from large public sector organizations to prestigious commercial 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.

What was the connection?
Using the new BIG WORDS branding created by Palmer Hargreaves, we positioned the brand for maximum freshness & standout in a leasing marketplace dominated by corporate grey, jargon and waffle. The ‘Bee Balloon’ mailer aimed to ensure prospects got the message; ‘we do things differently’, encouraging them to think positively about leasing from VGL and preparing them for a follow-up call.

The classic combination of mail piece, followed by telesales call, dramatically increased awareness & led to 25% of those contacted converting to a sales appointment.

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