The creative proposition, ‘Volkswagen’s new compact MPV is designed to protect’, was brought to life with a quirky and surprising little ‘model employee’ found protected and packaged neatly in a box. This protection message effectively brought together all of the key benefit messages for the Fleet Manager: Protects drivers and their families through its strong, robust body and exceptional safety features. Protects the Fleet Manager’s reputation amongst his drivers by offering them another prestigious and desirable Volkswagen model to choose from. Protects Fleet Manager’s budget due to excellent residual values and tax-friendly engines.

The campaign outperformed against Volkswagen’s expectations with a 2% response rate and 75% of those Fleet Managers requesting test drives. When tracked through to sales agreements signed, the campaign ROI has been calculated at an impressive 5:1, confirmation that the communication was an excellent use of Fleet marketing spend. Qualitative research carried out before and after the mailing shows that 90% of recipients opened the mailing, with 15% of them taking immediate action.