Challenge & Goal

As Mercedes Benz shakes up its marketing strategy to target younger audience and Toyota enters the luxury car market, Volkswagen’s market is threatened. This proposal focuses on promoting VW’s brand equity - safety and increase the power of influence in Volkswagen’s car-owners.

Overall Proposed Solution

Take the advantage of VW’s brand equity(safety) and create stronger bonds with the VW owners by having them participate more in the end-to-end customer life cycle.

The charts above indicated the steps that where retention happened. To achieve this goal, we conducted system and website audits to further understand during which step did the customers exit the VW’s sites and created our targeted campaigns from there. After conducting contextual/intellectual user research and system audits, we created 7 projects revolving around this specific goal.

ADVERTISEMENT - My “Unsurprisingly” Family

Our team created a set of concise, creative, and humorous video series to draw users’ attention and increase brand exposure. 

• Nominated and received numerous medals for Taipei Association of Advertising Agencies

VW OFFICIAL & EVENT SITE

Our team conducted contextual semi-structured user interviews and decided to optimize the event sites and homepage for VW; such goal can be reached by focusing on creating clear content hierarchy to increase VW’s newest features exposure - IQ Drive and vehicle models and prioritizing latest news with the most CTR (click-through rate)

SOCIAL MEDIA

Our team identified key success metrics and created a robust social media marketing plan to better curate social media content.

• Creativity raised the awareness of IQ Drive and has successfully spread the topic. Use superman-related cartoon figure to generate discussions about IQ Drive. Decompose and re-use the elements of the “unsurprisingly” family to create new discussions.

• Advertise and strengthen the social media campaign via Chatbot. The instant reply feature by Chatbot creates no time difference for different regions and has been widely appreciated by users.

ONLINE/OFFLINE CAMPAIGN

Our team integrated offline campaign seamlessly into online campaign to spread awareness via social media.

• Created VW Fun Together Activity and recruited VW members to create a sense of community and enhance the internal cohesion between car owners.

• Improve customer service and introduce/cross sell accessories.

APP

Our team provided forums and relevant information/events at the convenience of the owners.

USED CARS WEBSITE

DWAC2C: platform for dealing used cars and providing customer service to current and future customers.