At DDB our team worked with long time client VW to digitize the business through service design, innovation, CX and digital communication. The initiatives are ongoing and pieces are added to the puzzle, but there has already been significant strides made, with some pretty out there work in an industry that is not always keen on change.
Click, click, click your way to a new VW
Transforming the business through a car shop online & direct lease where the traditional complex process of buying a car is replaced with mobile friendly, fast options and a strong focus on simplifying every part of car ownership. Our approach to accelerating digital business transformation was to create a fast-to-market complement to the traditional way you buy a car. With winter tyres, service, insurance and road side assistance bundled into a single monthly subscription fee, getting and owning a VW could not be much easier. A fully functional MVP was designed produced and launched in 5 weeks flat. Learnings and success of this fast-to-market release then led us to develop to a fully scalable shop that is currently used across both business and private lease for VW, Seat, Skoda and Audi.
A new way to find the right car for you.
Problem: Research and analytics showed that some customers get confused by the sheer amount of car models and variations that VW offers. And a lot of people don't want to make a trip to a dealership and talk to a salesman early on in the decision making.
Solution: Therefore we designed digital tool that would help you find the most suitable VW for what matters to you - data driven and designed in colaboration with dealership personell to harness soft and hard values - and integrated into the VW customer journey.
A push for electric
Problem: VW was finding hard to make electric and plug in hybrid cars really take off. We found several reasons for this - the most obvious one was the sheer cost of electrified vehicles compared to a regular car. Therefore we created a sales tool - The Total Cost Calculator - that proves electric is actually the better deal for company lease. Based on a new and rock solid economic model for calculating what the actual cost of driving electric, this tool helps VW Fleet sales to connect with drivers and corporate managers alike to show the benefits of going electric in ways everyone can understand - money. In designing it we took care to take into account all the three main user categories to facilitate coming together making for a smooth and very transparent process and integrating it with other digital platforms such as the relationship management platform and the car configurator.
We also identified the need to better package, highlight and explain the VW take on e-motion - to make it easier for consumers to know what is available, what separates the different kinds of electric cars, what is common and what will work for you.
A new way to test drive
14% of people test driving a VW end up buying one, so if we can get more people to test drive, we can likely increase sales. But most car dealers are located out of town and far away.
Instant Test Drive is a mobile service that can be activated by VW in different locations to provide a a way to test drive new VWs when you want to go someplace - instead of taking your own car or ordering an Uber, you test drive yourself to where you want to go. And it works like Uber. But with you in the drivers' seat.
A new way to launch a car.
Engaging prospective customers by letting them be part in an adventure. This activation campaign generated an unprecedented number of test drives of the new Golf Alltrack - 50% of the people who completed the challenge went on to test drive the car. And that was exactly the people we wanted.
A micro-service for mega-fans.
Most brands that sponsor football just stick their logos in your face. We opted to engage fans through branded utility. Avwayday is a long term brand activation platform built around a ride-sharing service for football fans to meet and go together.
