Volkswagen 2000 Ski Promotion Campaign

2001 Automotive-Gold Finalist in the best use of art
direction category at the APMA's Globes awards
For the automotive industry, the Christmas holidays are characterized by a great deal of promotional offers based on lower interest rates or attractive monthly payment options, as manufacturers scramble to maintain rather than increase sales.

In order to differentiate itself from its competitors' offers, Volkswagen Canada partnered with the Quebec Ski Areas Association to develop a ski promotion that would be attractive to consumers and be perceived as having a high value.

The objective of the month-long promotion was to stabilize vehicle sales during the month of December and maintain them at the same level as the previous year. Volkswagen also wanted to provide dealers with an added-value program promoting the sale or leasing of new vehicles, which required extra efforts on the part of dealers to manage the availability of promotional electronic cards throughout the promotional period.

Volkswagen extended the promotion to all vehicles in the VW family to make sure that it was relevant for all of its targets. The offer was available for a limited time in order to create a sense of urgency.

Volkswagen reports the 2000 ski promotion was successful at meeting the company's objective. Total vehicle sales during the promotional period were 1,043. While VW sold a total of 1,061 in the same period the year before, the end of 1999 was much more buoyant for the auto sector than the end of 2000.

Overall, the promotion was a spectacular creation in keeping with the overall image of Volkswagen, and contributed to maximizing the visibility of VW in the area of skiing and had a high perceived value for VW's target group.

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