CLIENT
Volkswagen (Ireland)
Mark McGrath, Head of Marketing
Helena McGrath, Marketing Manager
Tugce Taman Malatyali , Digital Marketing Manager
AGENCY
Fiona Gilroy, Senior Account Director
Adriano Eliezer, Strategic Planning Director
Colm O'Gaora, Creative Director
Fionan Healy, Head of Design
Patrick McConville, Strategic Planning Director
Emma Blaney, Senior Account Manager
David Scott Lennon, Business Director
Shane McCaul, Account Director
Oleksandra Yaklyushyna , Senior Account Manager
Gemma Teeling, Managing Director
Kamala Ram, Digital Account Director
SUMMARY
In 2019 Volkswagen set out to recover its brand strength by becoming the leader in the Irish electric car market. Over the next three years, Volkswagen successfully launched its ID. range of electric cars through strategic channel diversification, fame-making creative work and strong brand positioning and reinforcement. By 2023 Volkswagen was the unrivalled leader of Ireland’s electric car market, raising its electric car market share from 5.69% pre launch in August 2020 to 21% in 2023, 7 percentage points above its nearest rival.
