VWG UK Ltd Paint & Body
Insight & Strategy
Big results with a small budget incentive programme for Volkswagen Group UK Ltd
Paint & Body is a division of Volkswagen Group UK Ltd, with around 190 approved bodyshops (PBN Centres), employing manufacturer-trained technicians who use the same paint, parts and materials as the original factory.
Having struggled to increase the network’s KPIs, the business needed to see improved results quickly with a limited budget to play with. We were briefed to create a marketing incentive that would do just this, and create network engagement between centres by building some fun into the process.
We designed the PBN Sports Challenge Cup programme as a football-themed incentive programme. PBN Centres across the UK competed against each other, scoring goals and winning matches by achieving higher KPI results than the opposing team. We developed the bespoke portal where participating Centres could check results and track progress against the competition, fully branded with the programmes own identity and logo. All within a modest budget.
- £800,000 increase in parts sales
- Notable overall improvement in network KPIs
- 22% decrease in missing data, improving data submission and quality to 87%
- Runner-up at the 2017 B2B Marketing Awards for Best Limited Budget Campaign under £30,000
“Working with White Clarke Creative is always a delight. We have had the pleasure of working together on a number of interesting projects including our incentive program that ran during 2017 and 2018. Not only did White Clarke Creative provide an innovative concept, the hard work and dedication from the team meant the incentive came runner up in a B2B Marketing Award. Due to the success of the incentive program, we are now going to be running this for a further 3 years and we are extremely excited to be working with them again.” – Operations Project Coordinator, VWG Paint and Body Network
Want to see more incentive work we’ve done? Click here to check out the Holden Switch & Win promotion.
Incentive campaign collateral
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