B2B Marketing has voted RLA’s outstanding long-term brand campaign for Volkswagen Commercial Vehicles as one of the 10 best B2B campaigns of the last decade.
Originally commissioned back in the naughties to improve the professional reputation of Volkswagen’s slightly left-field range of vans, RLA’s aggressive redefinition of Volkswagen’s LCV audience targeting went through several major phases – culminating in the bold and award-winning brand platform, ‘Let’s Go To Work’.
Running for over 6 years, RLA’s campaign is the most commercially successful in Volkswagen’s LCV history; delivering an almost unbelievable 40% increase in market share, more than doubling vehicle sales. In tracking, ‘Let’s Go To Work’ tripled purchase consideration, leapfrogged Volkswagen from 8th to 2nd in the Brand Pressure Index and grew Dealer participation and local marketing engagement by a measured 440%!
The icing on the cake was the sign-up of an exciting brand spokesperson in the highly recognisable and gravely straight-talking voice of Ray Winstone. With a long-term investment in national and local radio, Transporter even knocked Transit of the top unprompted awareness spot for the first time in tracking history.
Paul Miller, RLA’s Managing Director says, “It’s a great achievement to be recognised by the industry and sit amongst the best work for Microsoft, British Gas, Bank of Scotland and IBM and lauded agencies such as Ogilvy’s, Gyro and CHI. Coming on top of several new major client wins in 2014, it’s great to get the chance to reflect on past work as it just spurs us on the continue to create great work for all our clients.”
RLA have been working with Volkswagen Group since 1984. Find out more here.