Using imitation Volkswagen parts can have disastrous consequences. To demonstrate this in the medium of radio, we’ve used malapropisms – “the mistaken use of a word in place of a similar-sounding one, often with an amusing effect”.

Each radio ad features the kind of speech we are all very familiar with and because we know exactly what kind of language these speeches use, there is no mistaking of what the real words should be.

The malapropisms, while sounding right, are used wrongly to create a different meaning to what the best man, actress and politician actually intend to say.

The strength of this idea is that it was not just a direct mail poster sent as a business to business communication.

These posters would ultimately be put up in their workshops, which then became consumer facing.

It is relevant for the brand, because of the tongue in cheek message, and because it is a unique way of communicating with mechanics and consumers to promote genuine parts.

The amount of enquiries for quotations increased soom after the campaign was implemented, even though sales remained relatively consistent over the period. This is an ongoing campaign, and further direct mail executions of the campaign will be sent to the same businesses, to continue stimulating interest in the brand message value of Volkswagen Genuine parts.

The campaign contributed to a national increase in sales of genuine parts by +0.1% in the fourth quarter of 2013, compared to the sales figures in the fourth quarter of 2012.

While the figure seems small, it is a significant increase considering the harsh economic climate worldwide.