VW Commercial Vehicles

• We were briefed to demonstrate how VW Caddy recognises and supports the challenges facing ambitious SME’s to facilitate a process of (business related) self-improvement.
• Highlight the Caddy’s 30-year support of the SME sector, showing that VW gives SMEs the tools and information to help them succeed.
• Position the VW Caddy as a van with excellent whole-life costs v. good fuel efficiency, attractive design, good quality build, comfort, loading space, dashboard technology.
• Showcase the Caddy’s vehicle superiority for small businesses.
• Drive traffic to www.volkswagen-vans.co.uk and to VW’s Facebook page.

• We delivered a series of themed live and interactive WebTV shows covering disciplines any SME would value hearing more on, such as finance and marketing.
• The Finance show featured a panel of financial experts to give different perspectives on all the key monetary considerations a small business should consider, inlcuding a crowd-funding entrepreneur together with the head of finance for VW to give the brand view.
• The Marketing show featured 3 luminaries; Head of Marketing for VW, Strategy Director of Tribal London and the Director of a small business who had managed to get his product stocked in Terence Conran’s Bluebird store through his clever PR/Marketing.
• We produced an versions of these shows to suit editorial needs and a second version of each, which was more heavily branded, for the brands own website and social media sites.
• We also developed a partnership with Jazz FM, after identifying this as a key platform to reach target audiences and we produced a bespoke version of the show to sit at the heart of this partnership.
• To maximise the appeal of the show and campaign to the Jazz FM audience, we negotiated that it be presented by Jazz FM Drivetime presenter, Nigel Williams.. The premise of the partnership was to create a trusted environment in which to engage audiences with the live show, through a period of pre promotion, as well as a period of promotion after the live show, in which to maximise views of the on demand version.
  • On air we produced 30” promotional trailers which were voiced by Nigel in order to sound ‘endorsed’ by the station and remain consistent with the show’s content. Nigel encouraged listeners to watch the forthcoming show promoted the chance of a prize when registering a question We developed a central co-branded environment within www.jazzfm.com to house the live streamed show and on demand content as well as supporting campaign material and information.
  • To promote this ‘hub’ we conducted took over the most prominent promotional positions across www.jazzfm.com with standout imagery in the likes of the homepage’s main carousel..
  • Following the live streamed show, we also promoted the on demand version of show w by refreshing the content in the promotional trails and live reads, driving traffic back to the central online hub. .
• Alongside the WebTV tactics, we also executed a series of broadcast PR interviews to support the above tactics and maximise editorial broadcast coverage..We worked conducted accredited research and carefully developed two bespoke cue advisories to allow us to deliver coverage across both feature-style and news-based programming environments across UK radio.

• The editorially aggregated versions of the WebTV shows, delivered coverage across 18 core target media websites, with coverage lasting 74 weeks.
• Our partnership with Jazz FM over-delivered on-air branded impacts by 52%.
• Over 25% of people who entered the Jazz FM competition online also opted-in to receive more information from VW Commercial Vehicles, allowing us to provide valuable marketing leads

The broadcast PR interviews delivered coverage across 64 radio outlets, with a mixture of BBC and commercial stations, inlcuding the likes of BBC Radio Jersey and BBC Radio Humberside.

* Source Opinion Matters September 2013