The first stage of the campaign has delivered open rates of 42.9%, almost double the UK average of 22%*. Click-through rates are 43.5%, far above the UK average of 17%*. It’s too soon to say how many people took test drives (it takes several months to get results from VW dealers), but so far it’s clear we’ve succeeded in keeping potential customers engaged with the Volkswagen brand – and prompted them to find out more about taking a test drive.

*Source: Redwood