Volkswagen Aftersales predictive marketing

An ROI of £77 for every £1 spent

Aftersales marketing materials have traditionally been very clinical, and with not much personality. Volkswagen were no different, and customers perceived the brand as cold and un–empathetic to their needs post–purchase.

A radical re–think was required in order to change this perception. We employed former graffiti artist Bernie Reid to create some beautiful illustrations for us, with visible elements of his spray painting past evident in each image. Coupled with a new, much softer tone of voice, each mailer captures real human emotion of car–related incidents in our lives, from the joy of passing your MOT test to the despair of your cam belt snapping.

The mailers were an outstanding success. In addition to changing the way the brand was perceived by customers, the exercise delivered an amazing £77 for every £1 invested.