Volkswagen Canada: Who'da thought
PALM + HAVAS
Situation analysis
Overall assessment
During the first half of 2013, achieving retail sales objectives was proving to be a challenge.
To overcome this, we set out to better understand how consumers behave in the 30 days prior to purchasing a vehicle. The idea was to re-examine consumer concerns in a marketplace saturated with promotional offers, and adjust Volkswagen's advertising in accordance with the new needs of increasingly well-informed and well-connected customers.
Focusing on two key insights: 1) potential customers conduct extensive research online prior to dealer visit; and 2) consumers have a difficult...