Challenge

Volkswagen Group China needed an agency to do CEO Communications, with a focus on international media. Following a rigorous pitch, which included strategic counseling and copywriting for three high-level case studies, MSLGROUP China secured the account at the end of May 2015. Following the recent decline in sales for the overall auto industry during the first six months of 2015, particularly in light of the stock market crash in China during June, MSLGROUP China was tasked with mitigating negativity about Volkswagen Group China.

Solution

With VW experiencing negative growth in China, MSLGROUP China carried out crisis preparation and management, reinforcing that Volkswagen Group China is still the clear market leader in the country. MSLGROUP China positioned the client in a neutral way by putting sales figures and the market situation into context - this was reflected in both the half-yearly sales release and the ensuing Q&A.

Results

The majority of reports monitored for English-speaking online media (potential of 93 million views) were neutral, with the few negative reports being based on pure speculation.