Client: Volkswagen Commercial Vehicles: Awards of Excellence

“Believe” - Realising people's potential

Background to the brief

For six years, we had been running 'Van Centre of the Year', a successful reward programme for Commercial Vehicles. Following a major brand repositioning we were asked to develop a revised programme aligned to the brand's new proposition and strategy. The awards were made more inclusive - recognising and rewarding achievement across a wide range of areas across the business.

Our solution

'The Awards of Excellence' - a programme structured to help Van Centres demonstrate the new brand strategy's values and behaviours. We created a new logo and identity and continued to event manage the gala evening. We followed this up with a 'Why the winners won' post-programme communication - showcasing the winning Van Centres, sharing best practice and launching the following year's programme.

I just called, to say…

Telephone research returned positive results - 100% of winners strongly agreed they were proud to see their Van Centres celebrated in print; over 85% of non-winners agreed they fully understood the awards criteria after reading the piece and over 80% agreed the performance measures would have a positive affect on their business should they meet them.