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.
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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.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsBrand consideration increased by 47%
25 - 34
35 - 44
45 - 54
Male
ABC1
C2
DE
RADIO
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
All RegionsAll YearBRAND ATTITUDE
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