VOLKSWAGEN SAVEIRO
READY FOR EVERYTHING
CLIENT
Kopenhagen
SERVICES / TECHNOLOGY / SOLUTIONS
Released 1982, Volkswagen Saveiro first appeared as a basic pickup truck, with a compact bed, and at affordable prices. As the years went by, Saveiro saw many redesigns and new generations. That’s how the New Saveiro came to be: a quality car that people drive to work and around town focused on fun and entertainment. In this scenario, the market got the wrong idea about the New Saveiro, which started being considered inferior to the competition. After the client gave us this feedback, we set about analyzing the situation and, along with Volkswagen, came up with a new way to present the New Saveiro.
CREATIVE CHALLENGE
Create a new way to communicate the New Saveiro that proved that it was superior to its competitors.
NEED
Convince users or potential buyers, using a specific product page to sell them on the technical advantages of the New Saveiro.
PROBLEM DETECTED
The engineering behind the New Saveiro would vouch for its performance, but this piece of information was neither getting across to customers nor being fed to the market.
DEVELOPMENT
As we analyzed the Saveiro, we saw that the models were appropriate for entertainment, heavy duty work, and radical adventure, and so a website was created featuring the slogan “Saveiro: Ready for Everything.” We used the following methodology:
IMAGE PRODUCTION
An in-depth study to capture the best angles and images we could use on press releases and ads.
CONCEPT
Having buried ourselves in the car’s atmosphere, this one concept came to light during creation to guide the asset production:
New Saveiro: Ready for Everything.
RELEVANT CONTENT
With that, we realized that we would be able to extend the concept further not only via images, but take the car to an environment that spoke clearly and directly to consumers, with relevant and interactive content.
PROTOTYPING
After picking out the content, we built the prototype for a responsive website and took it for the customer’s approval so we could agree on how to best deliver the content to users.
PERFORMANCE
This website, in addition to being responsive and smart, had remarkable performance and results for CRM and Volkswagen’s database.
RESULTS
Informative in nature, the website attracted over 70,000 visitors while the media campaign was live, and stood at 6,000 visitors after the campaign. The organic access created a volume of leads that was above average and extremely qualified due to it being spontaneous. The images produced for the website were of such great quality that they ended up being used in print, and the site was kept up for 2 years.
