CASE STUDY: VW Passat's Beautifully engineered sponsorships

Provided by Thinkbox
VW wanted to increase the top of mind awareness and consideration of the Passat amongst the B Class Sector of car buyers
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What was the Challenge / Background of the Campaign?

The VW's B-Class Passat was positioned in-between the premium car market and the mass car market. This sector has an extremely tough business model. Consumers in this market were taking ever-longer time to consider their next car acquisition. This was a high purchase value category with only a small amount of people considering buying a car at any one time. TV sponsorship was chosen as media vehicle for the VW Passat because of its ability to drive awareness and also closely align the personalities of the brand and the sponsored programme. Find out more...

What was the Campaign Objective?

VW wanted to increase the top of mind awareness and consideration of the Passat amongst the B Class Sector of car buyers. VW aimed to create a campaign that delivered longevity, that reached the right audience and that was also iconic.
BudgetReach & FrequencyTarget AudienceMedia Used
£501k +B-Class sector consumers, ABC1 men
25 - 34
35 - 44
45 - 54
Male
ABC1
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSSPONSORSHIP / MEDIA
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