Challenge and analysis
One of the main challenges the brand has to face is communication with the Y generation – commonly called ”millennials”. Volkswagen Financial Services [VWFS] was looking for a solution that could integrate the communication activities with this group.
Objectives:
- Increase and strengthen the brand awareness of VWFS Bank. Leasing. Insurance. Mobility
- Get through to the target group with the message about the mobile solutions offered by Volkswagen Group and aim at the long-term change of their attitudes
- Create some additional value to the brand, against the rest of the market, giving it a specific context: VWFS = mobility
Strategy
Mobilni.pl is a portal where readers get the opportunity to observe trends, explore the world and seek inspirationThe portal deals with topics related to generational changes, out of the box thinking, showing different trends, urban life or market changes. Thematic tabs:
- TECHNOLOGY: news, trends, game reviews, mobile applications
- AUTOMOTIVE: premieres, innovative solutions, automotive classics, counseling
- CULTURE: music, literature, film, theater
- TRAVEL: inspirations for travel, local cuisine, ideas for travel gadgets, travel style, reviews
- LIFESTYLE: healthy nutrition, sport, active leisure, care, psycho-dietetics, coping with stress
- PEOPLE: this tab functions as a place that once a week presents the history of men having some exceptional achievements in a specific field
Realization
- Developing – creating a website concept and functional mock-ups, graphic design, software implementation, development of service concepts, strategic workshops, content creation
- The inaugural presentation of Mobilni.pl during the largest automotive fairs in Poland, during Press Night Motor Show 2017 in Poznań
- For the needs of launching mobilni.pl, a short video was made presenting the clue of the website: https://www.youtube.com/watch?v=u89k8-HLKUI
- pl stand located in one of the exhibition halls of the VW Group during the fair
- A special competition announced at the Motorshow 2017 trade fair
- In the 2nd month of the platform’s operation, the agency started cooperation with influencers who created content for the platform, promoting it in their social media channels
Effects
Within 12 months since the implementation of the platform:
- Number of views: 682,092
- The number of Unique Users: 380,416
- About 50,000 UU/monthly
- Almost 10,000 fans on Facebook
- Over 240 clippings in 2 weeks since the first event promoting the platform. Coverage: over 3 million people
- 000 distributed promotional materials
- The direct range of information at the fair: 70 representatives of car importers, 30 officials, 30 representatives of industry organizations and associations as well as journalists