Soon after Al Gore invented the Internet, an opportunity arrived at Volkswagen of America. We were working at Arnold Worldwide at the time. The year was 2000. And approximately 2000 bright yellow (i.e. Reflex) and 2000 light blue (i.e. Vapor) New Beetles were heading to North America. Apparently, the dealers did not want these units.
Our VW interactive client saw an opportunity: Let’s try and sell these limited edition New Beetles online. We’d be the first automotive OEM to sell cars somewhat directly to consumers (each deal was ultimately closed at the dealership). The wheels got turning quickly. We collaborated with VW to understand and develop a process for connecting all of the vehicle distribution information (VIN #s, delivery port databases, sales lead information) so the entire experience could be web-enabled.
The system was based on fixed-priced units. We allowed consumers to pick their color, choose manual or automatic and a few other options. These selections narrowed down your options for specific VINs, and proximity to specific ports of distribution. The end result was a confirmation between the user and a dealer to take delivery of a configured car. In essence, we mapped a user and a dealer to a VIN, and the rest of VW’s infrastructure worked to deliver that connection in the real world.
Our involvement included strategy, messaging architecture (this campaign included the website at its core as well as print, TV and radio promotions to drive traffic), the website’s information architecture, design, copywriting, image production, project management as well as coding and development.
We also created two newfangled campaign websites which allowed you to see these new colors in real life. We scripted a few stories, then casted and documented them with still photography, which was later animated in Flash.
We sold all 4,000 units in less than four months. But the biggest value of this particular program was education—everyone involved, from VWoA IT, to sales and distribution, dealer relations, marketing and advertising as well as the dealers themselves all learned how the future could work.
