| 标题 | seed packet back + seed packet front |
| 广告公司 | DDB Matrix |
| 广告战役 | Don't forget it's a diesel - Volkswagen |
| 广告主 | Volkswagen |
| 品牌 | Volkswagen |
| Posted | 5月 2005 |
| 产品 | Diesel |
| 行业领域 | 轿车 |
| 广告口号 | Don't forget it's a diesel |
| 结果 | This case describes how coordinated communications helped to dramatically increase the diesel share of Volkswagen sales, and to skew the sales mix towards higher variant diesels. The campaign saw diesel sales revenues increase by 60%, and sales of higher-powered diesels increased from 33% to 53% of Volkswagens diesel mix. Volkswagen became diesel market leader and Golf became the UKs best selling diesel. The case demonstrates how communications led, profitably, to £180.2m in additional revenue for Volkswagen UK, and changed perceptions of diesel forever. |
| 媒体类别 | 促销与事件 |
| 市场 | 英国 |
| 客户企划 | Ben Malbon |
| 客户企划 | Sarah Carter |
| 广告经理 | Rod McLeod |
| Econometrician | Sara Donoghugh |
| Econometrician | Les Binet |
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