Volkswagen Dealers
Over the years, we worked closely with Volkswagen Canada in conjunction with the AutoShow and while supporting a local Volkswagen dealership. Greenbelt VW—which later became Town+Country VW—approached us to help build the dealership's brand and drive in-store traffic.
The dealership was situated across from a very popular GO station. We leveraged this location by targeting key commuters. We started with an awareness campaign, donating funds to the Canadian Cancer Society and handing out daffodils to commuters on their way to work to help brighten their day. Subsequent giveaways included free film before a long weekend and sparklers for Canada Day.
GO station ads would always play off the fact that the dealership was close by. Ads such as "Near. Buy." and "Missed your train? Need a car?" helped raise awareness that a VW dealership was on the way home. GO station ads were eventually supported by tactical print ads and sales targets were exceeded in 5 of the 6 months of the campaign.
Years later, Town+Country Volkswagen approached us to help them build a different brand personality from their competitors. We started with a campaign that helped educate buyers in the car-buying process.
Subsequent campaigns focused on traditional automotive advertising, taking care not to lose the brand image we had created.
