Power In Partnerships
The Times and VWCV
The Challenge: To raise awareness of the Volkswagen Commercial Vehicles brand amongst the Times Business audience and to provide inspiration and guidance to increase positivity among UK businesses.
Working with Volkswagen Commercial Vehicles, we created a competition to give 5 lucky SME winners the chance to be mentored by leading business expert Simon Woodroffe. After a 2 month entry period – we ran a Dragon’s Den style pitching event with 3 panel judges; Andrew Clarke, Deputy Business Editor, The Times, Tony Crabbe, Business Psychologist, along with Simon. Entrants had to present their business challenges and explain why they would benefit from this experience. The winners were chosen on the day and the mentoring started immediately. Content from the day was then used within the wider campaign.
The second event helped to show the success of the mentoring scheme by inviting candidates to discuss topical issues with Simon and Tony on stage. An interested audience was recruited through VW van centres, editorial puffs and a competition on VW’s LinkedIn page.
The success of the 6 month mentoring scheme was highlighted through the second event. This event was well attended and many audience questions and tweets appeared as a result of the evening’s debate. In addition, each mentored company has evaluated their business and undertaken vast change. The testimonials are heart-warming as this campaign truly changed their working lives.
Dragon’s Den style pitching event with 3 panel judges.
Entrants had to present their business challenges and explain why they would benefit from this experience.