Volkswagen Road Show Racks Up Jetta Presales - Event Marketer

Volkswagen Road Show Racks Up Jetta Presales

DB_Gold_Volkswagen_2006 Ex
Brand: VOLKSWAGEN
Agency: LABOV & BEYOND
Awards: EX AWARDS — BEST MULTI-MARKET EVENT (B-TO-B)
Year: 2006

Volkswagen had a lot hinging on the launch of the revamped Jetta, so the automaker wanted to create some big-time buzz within its own ranks and among the public. The solution? A multi-tiered strategy that engaged corporate-level executives, dealership representatives and the driving public.

A staff meeting at VW’s North American HQ kicked things off for employees, with a dramatic reveal of the new Jetta before even the press had a chance to see it.

The Jetta Road Show introduced the new ride to the public, with five teams of instructional drivers equipped with four new Jettas each bringing a ride-and-drive to 201 dealerships in 23 key markets. Intense 15-minute test drive sessions were hyped with in-dealer handouts and by street teams.

“This [campaign] has been insanely successful. It was just what we needed,” says Steve Neder, VW’s Jetta launch manager.

In the end, 1,944 consumers and 983 dealer personnel turned out for the events at the dealerships, and VW racked up 204 presales of the new car.

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