Having used them as an office, a cafe and a tool shed for the past few years, the drivers had become quite attached. Our job was to ease them into the transition, whenever they were ready. Then send them off to the van centre to see the new vehicles for themselves.
We gave the drivers thermal mugs with tea bags (Van driver's brew). So that they could put the kettle on and reminisce about all the deadlines they met in their old workhorse. The late nights. The singalongs. The satisfied customers. Before getting excited about the new Transporter or Caddy.
Like the new Volkswagen Transporter itself, the launch campaign was a big success, exceeding objectives. We sent 398 high value packs. Convincing 62 recipients to buy 638 new Transporters and Caddys. And generating over £205,000. A ROI of 3.78 to 1.