Early Golf buyers not only turned out to be car lovers, but also great sales persons:

29 % of all New Golf owners responded positively to open their own showroom;

Over 400 virtual showrooms were created on the mini website;

We doubled the amount of dealerships in Belgium;

The 580 mini showrooms generated 400% more visits to the official dealers compared to previous months;

Sales offers increased with 134% compared to previous months.

We moved the sales talk from traditional media and the official dealer to the neighborhood. Early Golf buyers showed their friends and neighbours exactly what makes a Golf so special. We used the most powerful medium of all: word of mouth. Early buyers had the choice to either open up a physical showroom or have one online, where they could also highlight just why they love and bought a New Golf. In return for exclusive VW accessories they had to gather votes for their virtual showroom. They could promote their showroom online via social media. This made our campaign have a strong online and social presence next to the unique residential showrooms.

Volkswagen wanted to keep the new Golf in the picture and top of mind among potential buyers 6 months after its launch. To promote the New Golf we invited 2000 Golf owners who already purchased their car.

During the "Golf Drivers Days" each of them could open a showroom. The early buyers helped to make these VW open days a success. Because they did not need the opinion of automotive journalists to know what makes the new Golf unique, these people are the perfect ambassadors of the new Golf. Thereby supporting their local dealer.