B2B Awards 44pp Brochure:12-22 B2BM Awards 07 44pp.qxd 29/10/08 17:15 Page 3
CATEGORY 1:
3
Best use of advertising
Winner: Volkswagen commercial vehicles
Agency: RLA Group Campaign: Let’s go to work
V
olkswagen Commercial Vehicles national search programme. As a result,
(VWCV), which operates 68 dedicated visits to van centres have increased by
van centres, makes three marques of 50 per cent over the last year. Support for
commercial vehicle and offers servicing, new dealer launches included the use of
after-sales support, customisation, finance famous local landmarks and tactical media
and business support. This campaign such as petrol pumps and sandwich bags.
needed to increase awareness of VWCV, Established dealers were supported by local
raise the brand’s profile and separate it radio, print work and banners as well as by
from that of passenger cars. the production of bespoke DM,
After-sales and value-added services point-of-sale and website design.
needed to be emphasised and co-operation The after-sales programme concentrated
of the van centres secured by a creative The platform communicated business on service offers, which were timed to
platform that encouraged dealer investment values with a brand call to arms. It included coincide with vehicle ownership, important
in the brand. all audiences and designed to zip up stages in business development, and
operations at both national brand and local seasonal milestones. Vehicle signwriting
Media friendly dealer marketing level. was also offered to key customers.
VWCV’s vehicles are used by a variety of
businesses including plumbers, Communication Results
electricians, carpenters, florists, builders It was imperative to establish a distinctive Large shifts in brand awareness have
and delivery firms. The audience national style for VWCV, separate from been difficult to achieve across the
encompassed sole-traders through to passenger cars, and speaking directly to a whole commercial vehicle market
fleets of large businesses and shuttle business audience. Large visual media over the last two years. VWCV achieved
companies such as taxi firms. was used to emphasise the scale of the a seven per cent improvement over
As the audience was so varied, a wide range, while radio messages informed the year.
variety of media needed to be used. Small prospects of support services and product The radio campaign was particularly
business-owners are usually trade specific development. successful. Sales for January to May
and often on the road, therefore less At the same time, the assets of different 2008 show VWCV is the only manufacturer
exposed to digital channels. This group products were emphasised to distinguish to reflect significant sales growth within
was targeted through print, radio and each as fit for a particular job. Uniquely in a static market. In 2008 VWCV sales
phone. White-collar professionals running the sector, the communication was tailored rose 10.7 per cent as opposed to a
larger fleets are usually deskbound and to specific trades to reinforce the message. market growth of 1.4 per cent. VWCV
were targeted via the Internet, trade and Google Adwords and Mapping concentrated is therefore the best performing brand
commuter media. on dealer support and complemented the in the sector.
Runner up: Thales
Agency: AGA Group Campaign: ‘You’ll find us…’
F
rench company Thales sells systems to in core trade titles such as Jane's
aerospace and defence companies Defence Weekly, Flight International,
internationally. Having recently Aviation Week, Air Transport World
expanded its area of operations, the and Defence News, while online versions
campaign was designed to build awareness were also placed on their websites.
of the company’s scope of activity. As well as reaching the target of global
aerospace, defence and security
Division of labour manufacturers, the campaign was also
An advertising hierarchy minimised aimed at secondary audiences including
confusion that might be created by dozens governments, defence ministries and the
of new ads and messages. The corporate wider business community.
level concentrated on the brand story about
a safer world; sectors were told about its Results
systems for major categories of civil The advertising was flexible enough
defence; while platform level featured to be used for both brand and sector
individual solutions for individual products. messages across five continents, and
The campaign ran internationally so structured to ensure it worked in many
communication needed to be simple to lose languages. Research showed respondents
little in translation, while visual metaphors agreed the advertising was clear, credible
helped tell the story. Print ads were used and had impact.
B2BM AB2BM AWARDSARDS 08 –08 – www.b2bm.biz
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