Cannes Lions
OGILVYONE WORLDWIDE, Cape Town / VOLKSWAGEN / 2003
Overview
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Description
We decided to focus on the prime target market for each model and did some in-depth research around how they spent their leisure time. We then allocated each model a smell evocative of that activity. Seafood braais (barbecues) for VW Bus, for instance.
Outcome
Results for this pack were fantastic and resulted in 43 sales in the first month alone. These results have remained constant and we are now rolling out this piece on a regular basis.Of extreme importance to Volkswagen was the high percentage of up-sell sales. 21 of the 43 sales were to customers already driving a VW less than three years old. That was 48.8% of sales to this particular market were activated by this pack!
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