VW challenge wins award

The Volkswagen Group (VWG) UK Paint and Body division’s network incentive, the PBN Sports Challenge Cup, has won an award at the 2017 B2B Marketing Awards.

The low-budget fantasy-football themed incentive – conceived by agency White Clarke Creative – is designed to help centres engage more with the parts business and achieve tough KPI targets.

With the campaign still running, VWG is yet to see the complete picture but H1 2017 results ‘have been phenomenal’ with total loss avoidance offers up by 27% (an additional 110 repairs) compared to 2016; customer satisfaction scores are up by 0.38% (currently at 4.78); and repair guarantees are up by 25%.

Mike Partridge, paint and body business manager, Volkswagen Group UK, said, ‘The challenge that we face in manufacturer bodyshop programmes is gaining share of voice in a busy multi-franchised environment. Most incentive campaigns use the value of the prize to compete for the top spot, leading to an unsustainable auction to gain the highest consideration. The clever part of PBN Sports is that the prize is almost irrelevant – it’s the competition that counts and it is this that has captured the imagination of the entire Volkswagen Group network. The fact that we are having a record year on all the measures that PBN Sports is designed to improve, is testament to how it has engaged the network, the field team and the head office staff.’

Alongside White Clarke Creative, the VWG Paint and Body division were awarded runner-up in their category, Best Limited-budget Campaign. This category recognises business-to-business marketing excellence on any campaign developed and executed on a budget of less than £30,000 – clearly evident from the success of programme.

The B2B Marketing Awards is a highly prestigious national event, with over 1,000 submissions, 500 judging hours and 150 global judges in 28 categories.