This year Volkswagen Belgium launched “Volkswagen Classical Parts”, a service supplying original classic parts for Volkswagen models older than 25 years old. How could we position this new service from the start as an expert in classical parts.
All owners of a classic Volkswagen got a piece that’s very hard to find these days: a classical audio cassette. The cassette contained music hits from the 70s and 80s. We collaborated with Sony Music to obtain the distribution rights of this unique compilation. The playlist was also put on Soundcloud for those who are not so lucky to own a VW classic car.
- All owners of a VW oldtimer were traced via fanclubs.
- 15% already used the coupon to order classical parts.
- Music & other blogs talked about a “revival of the audio cassette.” (Contagious)
- Even fans of other car brands asked a copy of the cassette.