Transforming Volkswagen Group's communication strategy across their retail network

Challenge

Re-build and future-proof the Group’s news intranet, the Hub – the first stop for any of the 16,000 people who work for VWG UK dealer network when they need the latest brand information.

Solution

We embedded a team of editors in the VWG offices to get a deep understanding of the client’s business and be able to respond quickly to fast turnaround times. We also built a bespoke platform (the Hub) to deliver the communications. The Hub looks and feels like a news website for each of the brands (Audi, SEAT, SKODA, Trade Parts Specialists, Volkswagen, Volkswagen Commercial Vehicles, Volkswagen Financial Services) and targets content according to job role, to ensure ease of use.

Solution

We embedded a team of editors in the VWG offices to get a deep understanding of the client’s business and be able to respond quickly to fast turnaround times. We also built a bespoke platform (the Hub) to deliver the communications. The Hub looks and feels like a news website for each of the brands (Audi, SEAT, SKODA, Trade Parts Specialists, Volkswagen, Volkswagen Commercial Vehicles, Volkswagen Financial Services) and targets content according to job role, to ensure ease of use.

Results

The Hub sits at the heart of the VWG business and is part of the 16,000+ dealers’ daily routine. 75% say they check it daily and 98% weekly. It is the ‘go to’ place for head office to deliver messages and the dealers to receive them. Dealer confusion has been reduced and key messages are confirmed as understood through our ‘got it’ button at the end of articles. 85% of dealers say ‘Hub is an essential business tool’. Hub also plays a part in driving increased sales using methods such as gamification. For example, a promotion linked to the Tour de France drove a 650% increase in use of ŠKODA’s Digital Assistant App.

75%

Of dealers check the Hub daily

98%

Of dealers check the Hub weekly

85%

Say the hub is an essential business tool

“The team has transformed the content since taking over. They bring the Volkswagen Group new ideas and new thinking, ensuring the service they offer us is first class.” Michelle Masterton-Smith, VWG Marketing and Communications Manager

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