Volkswagen Polo & Beetle: Shop Volkswagen

Volkswagen, the automotive brand, used a category-first approach to sell cars through a social e-commerce platform in Malaysia.

Campaign details

Brand: Volkswagen Polo & BeetleBrand owner: Volkswagen Passenger Cars MalaysiaAgencies: PHD Media, IndustriaMarket: MalaysiaIndustries: Online display, Social media, Websites & micrositesMedia channels: Mid-size, large family carsBudget: Up to 500k

Executive summary

The automotive market in Malaysia is extremely competitive with stagnating sales, and brands have been forced to be more ruthless. Staying true to its brand essence of being bold and iconic, Volkswagen (VW) saw this trend and created a breakthrough by partnering with e-commerce platform Lazada to sell cars. And essentially making itself the...

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