Volkswagen.
From 14th to 4th in market share
Despite its global strength, Volkswagen held just 1.3% of the Singapore market and ranked 14th.
The Gang won the account in a competitive pitch against Ogilvy and Saatchi.
Get sales AND grow your brand.
Sales activation and brand building don’t have to be separate. Every promotion can generate an immediate response while also making the brand easier to notice, remember and choose next time.
Our strategy focused on three things:
– Reach as many potential buyers as possible.
– Make one Volkswagen the hero of every advertisement.
– Turn interest into test drives.
This created a consistent series of sales campaigns that promoted individual cars and offers while continually strengthening the Volkswagen brand.
The result: Market share grew from 1.3% to 10.1%.
Within 36 months, Volkswagen’s market share grew nearly eightfold moving the brand from 14th to 4th in Singapore.
The same approach was subsequently applied to Mazda, which moved from 7th to 3rd.
“The problem with The Gang is that we keep running out of cars to sell.”
Leon Grumpert, General Manager, Sales
The Gang’s role: Brand strategy, campaign strategy and creative development.