Volkswagen Commercial Vehicles radio

Increasing sales by 10.7% compared to a market growth of 1.4%

When Volkswagen Commercial Vehicles tasked us with finding them a spokesperson, in our opinion there was only one person for the job. The brand needed a strong, distinctive voice to represent its premium values, but retain enough of an edge to ensure that its core audience of down–to–earth tradespeople were not alienated.

Step forward Ray Winstone: the original diamond geezer, and, as it turns out, a van driver of old himself. We created a national radio campaign featuring the no–nonsense approach you might expect from Ray, tailored to ten different regions of the UK.

The radio, part of an integrated campaign including press, posters, DM and digital, won the prestigious accolade of Gold at the B2B Marketing Awards for Let’s Go To Work. It has also resulted in the Commercial Vehicles brand gaining its own independent identity from Volkswagen Passenger Cars, a task not addressed until that point.

Audio here