Volkswagen Commercial Vehicles
Simply put, an effective communication platform. Simply Volkswagen Delivery Cars.
What does developing a communication platform give a brand?
First of all, it supports positioning, highlights the most important features and makes its messages more consistent, thus reaching customers more effectively.
our role
Working for Volkswagen Commercial Vehicles, we set as our goal to strengthen our leadership position in our category and increase sales. We also decided to optimize our client’s purchase path to achieve the best results at each stage of the funnel.
Stages
baseline analysis
strategy
creation
execution
Baseline analysis
Recent years have been full of global challenges. At the outset, we had to take into account factthat a record high in the price of basic things as well as goods. After a thorough analysis of Volkswagen Commercial Vehicles in the context of competing brands, our priority became strengthening the brand’s image and increasing awareness of its products. Increased awareness significantly raised the chances of being on the “short list“ Brands that are considered when buying a commercial vehicle. Why is this important? Because according to a study commissioned by V olkswagen Commercial Vehicles, the brand was gaining a lot at the stage “considerations“ w funnel purchase and was more often considered as a target purchase.
Strategy
Volkswagen Svans has always provided its customers with more than just a car.
The brand’s offerings have included smart services and solutions that, along with the brand’s partnership approach and its representa icles significantly increased value for money purchase. These advantage we defined as a smart partnership. Partnership based strictly on consumer needs and the provision of smart rozbindings allowing them to be realized in an optimal way. It is them We have inscribed them in the heart of the brand and elevated them to banners through the through creative idea.
Creation
What is evidence of a smart brand partnership? It’s simple – features of products and services that indicate a perfect fit with consumers’ needs. And it is this simplicity that we have set our sights on, positioning the brand’s services as a benchmark of realization of individual needs, saying “Simply (benefit), Simply Volkswagen (model).” The result was simple, memorable claim, which became associated with the brand and began to act as an umbrella term for all Volkswagen communicationsa Commercial Vehicles.
As part of the platform we have developed key visualon the basis of which we create the entire visual communication of the brand. We opted for a car-human division to emphasize how the human and procustomerkie approach is important for the brand.
Enforcement
Ohe recipients encountered for the first time a with the new communication platform during the Volkswagen Crafter. The translation of our idea could be seen in digital, outdoor advertising, a video spot and heard on the radio.
Subsequently, the new communication began to work also in campaigns for subsequent models, Volkswagen Commercial Vehicles showrooms, and even at the ski lifts in Szczyrk.
