Volkswagen Vans
Using radio to reach van drivers in-vehicle and change brand perceptions
Audio(.mp3)
Background
Vans account for a significant 80% of the UK commercial vehicle market with over 300,000 being sold annually. The market is therefore highly competitive.
Vans account for a significant 80% of the UK commercial vehicle market with over 300,000 being sold annually. The market is therefore highly competitive.
Why radio?
VW insight revealed that the target van driver demographic spends a disproportionate amount of time in their vehicle as well as vans being used for deliveries across the working day. As a real-time medium radio could reach van drivers across key dayparts.
Implementation
Knowing what is happening on the roads and where potential congestion spots are is crucial in the van driver’s job, making Traffic and Travel bulletins a key appointment-tolisten segment.
VW ran an airtime campaign in Traffic and Travel with solus spots broadcasting every weekday between 0600 – 1930, predominantly at peak radio listening times of breakfast and drive.
Ray Winstone was used to voice the ads giving VW a distinctive and recognisable voice which resonated with a predominately male audience.
Results
Face to face research with van users was conducted pre, mid and post campaign and established that radio played an integral role in boosting awareness and brand preference.
At the beginning of the campaign 39% of van users mentioned VW when asked “Which makes of van can you think of”? By the end of the campaign this had risen to 48% – equivalent to a 23% uplift in spontaneous awareness.
In addition, listeners were asked “If you had the choice of any van, which brand would you choose?” and 17% chose VW. By the end of the campaign this figure has risen to 25% – equivalent to a 47% increase.
RAB Comment
Success for VW was to increase consideration of their commercial vehicles and put the brand front of mind for both owner drivers and fleet buyers, both of which were achieved. The campaign further reinforces the concept of modal targeting i.e. that ad recall is higher when listeners are engaged in a related activity.
"Radio provided a great way of resonating with our target audience. The radio campaign played an important role in increasing awareness and consideration of our vans and really helped us stand out in what is a competitive market; all in all a great success!"
Anna Ling, Communications Manager, Volkswagen