Cannes Lions

VOLKSWAGEN

CP COMUNICACION PROXIMITY, Buenos Aires / VOLKSWAGEN / 2003

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Overview

Description

A 'classic': invite people who infuence/make decisions about fleet purchases on a trip to create close professional friendships. Create a list of Passat buyers who also happen to be top executives of corporations that purchase fleets. NOT SO CLASSIC: Obtain free accommodation, meals, wine tastings, etc., for the travellers through a comarketing agreement with MasterWine magazine.

Via a very elegant dimensional mailing and telemarketing follow-up, the prospects were invited to participate in the PASSAT WINE TOUR. Each participant and his/her companion drove their own Passat in a caravan from Buenos Aires to the heart of Argentine wine country, for an unforgettable five days with VW.

Outcome

Five Passat Wine Tours were held between March and December 2002, with a total of 35 executives participating. The program has been so successful that six more Tours are planned for 2003. Although this is seen as a long-term relationship strategy, fleet sales to the executives’ companies (taking into account ONLY the firms that had never purchased directly from Volkswagen before) had ALREADY surpassed US$ 500,000 by March 2003. The total cost of the five Tours to VW was a mere $558 (only the mailing and telemarketing costs, since the tour services were free). This represents a ROI of over 89,600%!

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