Masterful switch from offline to online - Volkswagen ASO

Marketing activities for close to 80 authorized dealerships of Volkswagen in Poland up to 2015 were mainly focused on traditional BTL services. Facing a challenge, which was to re-establish an integrated, centralised communication of the aftersales segment between the dealer network and the brand's HQ, we quickly dedicated ourselves to switch to digital and new media channels.

Following years of our collaboration with the Volkswagen brand allowed both parties to get to know their key strengths and opportunities, define brand's goals and introduce satisfactory solutions. Our work was a result on intense and frequent workshopping, where we had a chance to prototype many of the forthcoming activities.

By 2017, taking into account the growing meaning of personalisation, role of emotions and the whole Customer Journey in marketing, a new creative concept was launched. Key indicators? Well known digital customer touch points, focus on positive, high quality services, using emotions to build dedicated offers to drivers. With the help of field research and client workshops, we began executing the communication strategy using upselling user experiences, which are used by our team up to date.

We have designed and implemented an ecosystem of several digital tools for servicing complementary sales of the Volkswagen brand, thanks to which the conversion in several independent customer segments has significantly increased. The solutions include:

• vw-aso.pl – website communicating the ASO offer and service promotions,

• wheel configurator – matching seasonal wheels to the car,

• vw-sklep.pl – e-shop with Volkswagen accessories,

• I love my VW – a platform that ties customers emotionally to the purchased car and brand (e.g. through personalization),

• Volkswagen Welcome Movie – personalized video, delivered by automatic mailing to the new Volkswagen owner,

• Waiting Room  – an interactive and functional platform that is a source of knowledge, support and entertainment for customers waiting for their car to be delivered.