CASE STUDY: Volkswagen Vans reach drivers in-vehicle using radio
Provided by Radiocentre
VW change brand perceptions using an airtime campaign in Traffic and Travel with solus spots broadcasting every weekday.
What was the Challenge / Background of the Campaign?
Vans account for a significant 80% of the UK commercial vehicle market with over 300,000 being sold annually. The market is therefore highly competitive.
Brand preferences and loyalties can run very deep in this market which
presents a challenge for brands like VW who are keen to increase market
share. VW insight revealed that the target van driver demographic spends a
disproportionate amount of time in their vehicle - as a real-time medium radio
could reach van drivers across key dayparts Find out more...
What was the Campaign Objective?
Drive perception / consideration of the VW brand.