This case describes how an integrated multi channel communications campaign was used to launch the face-lifted Passat in 2001, leading to a 21% increase in volume share and a 30% increase in value share. With all the communications channels working together efficiently, spend per unit decreased by 9%. The case shows how launch communications directly led, profitably, to 8180 extra sales and £131 million extra revenue for Volkswagen UK in the short term, in addition to more long term benefits.