CRM

Client  Volkswagen

Challenge
Create a CRM program for potential and current VW owners.

Insight
Love means never having to ask.

Idea
That’s Our Word.

Solution
Once submersed into the Volkswagen brand, my partner and I were tasked to concept and develop a CRM program within their brand look and feel. With the idea of forming a committed relationship, we created a whole line of communication that helped fulfill the unique set of needs at each stage of the car owner lifecycle: Active Evaluation (In the market for a new car), New Car (Celebrating new car ownership), My Car (Keeping the bond with the car as long as possible), A Car (Maintaining the car while helping to “fall back in love” with the idea of a new car), and Next Car (Guiding to “what’s next” and keeping within “the family”). As with any committed relationship there is an obligation to fulfill a mutual promise—to give as much as you get. And much like a romantic relationship, we must continuously nurture and attend to these needs to ensure loyalty. But needs change from keeping the relationship “shiny and new”, to the security of a real and lasting bond.

So we developed “That’s our word.” as Volkswagen’s approach to demonstrating the commitment to their car owners. Where Volkswagen stays ahead of each curve in the road and continues to trim away the excess to give owners more of what matters to them, meeting essential needs become even more important. With Volkswagen, car owners wouldn’t realize there was a need because they never would feel they needed anything.

In designing the communications, each touchpoint was designed where a word was leveraged that would communicate its purpose and to illustrate both essentialism and commitment. I’ve not only designed each touchpoint within VW’s brand but also collaborated with my partner to create unique ways of experiencing each touchpoint. It not only creates an element of surprise but a feel good experience that leaves a lasting impression.