'Let's go to work' wins Best use of advertising for Volkswagen's commercial vehicles

Although Volkswagen is well-known as a brand of passenger car, less is known about its Commercial Vehicles (VWCV). Operating 68 dedicated van centres VWCV market to all businesses requiring total transport solutions, from small traders to blue chip corporate fleet buying companies.

The product
VWCV makes three marques of commercial vehicle and offers servicing, after-sales support, customisation, finance and business support via its dedicated van centres. The campaign needed to increase awareness of VWCV, raise the brand's profile and separate it from that of passenger cars.

The sector is populated by market leaders of commercial vehicles and is built on service and quality rather than price deals. Therefore, after-sales and value-added services needed to be emphasised, and the interest and co-operation of the van centres secured by a creative platform that encourages dealer investment in the brand.

Targeting
VWCV's vehicles are used by a huge variety of trades and businesses including plumbers, electricians, carpenters, florists, caterers, builders, delivery firms, etc. The target audience therefore encompassed everything from sole-traders, who are owner-drivers, through to the professional fleets of large businesses and to shuttle companies such as hotels and taxi firms.