Effies
Australia
From auto maker to online retailer: How Volkswagen Australia transformed the car buying experience in 2020.
Agency
DDB Sydney, Katzion
Client
Volkswagen Group Australia
Awards
Bronze
Marketing Solutions Other Than Advertising
Summary
This is a story of how Volkswagen pulled off an Australian first by transforming their bricks and mortar business into an online retail operation in just two weeks.
By behaving more like a fashion retailer and less like an auto brand, Volkswagen Australia sold 525 vehicles to the tune of $33 Million in value, with another $850K in deposits waiting through their new e-commerce platform. All in the face of closing dealerships, fluctuating demand and reduced supply. +What follows is a lesson in rapid business transformation, operational necessity and the power of retail in mitigating losses amidst a global pandemic.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
All Educational Institutions wishing to access case studies are required to contact effies@adcouncil.org.au.
Credits
| James Davis | Author/Planning Director | |
| Fran Clayton | Author/CSO | |
| Mandy Whatson | Managing Partner | |
| Ben Welsh | Chief Creative Officer | |
| David Jackson | Creative Director | |
| Tommy Cehak | Creative Director | |
| Tim Woolford | Creative Director | |
| Tom Lawrence | Copywriter | |
| Sam Raftl | Art Director | |
| David Rennie | Managing Director | Tribal |
| Alex Lawton | Business Director | Tribal |
| Natalia Esakova-Owen | UX | Tribal |
| Fabien Clemencey | Design | Tribal |
| Vinny Salinos | Design | Tribal |
| Andy Lee | Design | Tribal |
| Harrison Schaap | Senior Business Manager | Tribal |
| Augustine Alexander | Managing Director | Katzion |
| Mitchell Gibbons | Director, Employee and Customer Experience | Katzion |
| Alfahed PM | Director, Solutions and Delivery | Katzion |
| Ayeisha Rimmel | Senior Project Manager | Katzion |
| Saurabh Garg | Managing Consultant, Salesforce | Katzion |
| Rowena Kanna | Author/Head of Marketing | Volkswagen Australia |
| Jason Bradshaw | Director Customer Experience and Marketing | Volkswagen Australia |
| Craig O’Donnell | Digital Transformation Manager | Volkswagen Australia |
| Stephanie Overton | Digital Marketing Specialist | Volkswagen Australia |
| Tully Challen | Digital Customer Acquisition and Retention Manager | Volkswagen Australia |
| Hayley Phillips | Brand Communications Specialist | Volkswagen Australia |
| Chris Macleod | Aftersales Marketing and Digital Transformation | Volkswagen Australia |
| Media agency | PHD Australia |