Volkswagen

Digital, Mobile, CRM

The Revolution Will Be Electric

While no doubt one of the largest automakers in the world, Volkswagen was still lacking the one vehicle almost all of its competitors already had—an electric one. So they created the ID.4, one of the most revolutionary electric vehicles to ever be built. Unfortunately, the timing couldn’t have been worse. The pandemic hit, and Volkswagen found itself facing an insurmountable challenge: launching the most important VW vehicle since the Beetle during a once-in-a-lifetime global pandemic.

Driven By Data, Fueled By Analytics

Without the usual playbook of TV, auto shows, or dealership activations at our disposal, we had to think outside the box. So we got creative with data and analytics to build a unique digital CRM campaign. One that targeted those most likely to reserve an ID.4 along with a dedicated website, virtual showroom, and owner’s portal where they could learn more about the all-new ID.4, reserve one, and even build their own—all the while tracking their vehicle throughout the production process as it made its way from assembly line to dealership.

Results That Lit Up The Industry

  • The ID.4 first edition sold out in less than 8 hours.
  • 500+ Volkswagen dealers received an ID.4 reservation in the first week.
  • 1.5 billion+ impressions with more than 100 unique stories published on launch day.
  • Earned social doubled to 1MM in the first 24 hours with zero paid media support behind it.
  • The YouTube Live premiere was the most viewed live moment in Volkswagen channel history.
  • 35% increase in organic search traffic.Email alone drove 500+ reservations in the first week.

Work That Got People Talking

  1. CNN Business:
  2. Volkswagen unveils the ID.4, its new all-electric SUV
  3. Business Insider:
  4. Volkswagen’s Tesla competitor is finally here
  5. Car And Driver:
  6. 2021 VW ID.4 revealed with 250-Mile range, $41K starting price
  7. Car Buzz:
  8. Volkswagen ID.4 first edition is already sold out
  9. Car Scoops:
  10. 2021 VW ID.4 reservation site crashes, 1st edition is sold out in the U.S.
  11. The Next Avenue:
  12. VW ID.4 1st edition sells out in record time in U.S.
  13. Autoweek:
  14. VW ID.4 1st edition is already sold out, but you can still get one in 2021