Volkswagen Canada: Who'da thought

This case study explains how Volkswagen, the car manufacturer, boosted sales in Canada with a product microsite that used short films to explain innovative product benefits easily. 

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...

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