New Business Pitch: Audi / VW
Creative on the new business pitch for Audi Welcome, Audi After Sales, VW After Sales, and VW Financial Services CRM emails, direct mail and social
Date
2024
Role
• Worked with content and strategy to create full user journeys • Created visuals based on brand guidelines and design standards
Company
FCB New Business - Audi and VW
Key Findings
• Best in class CRM user journey practices lead the team to be a finalist for this project and created an entry point for smaller projects
Problem
New proposal for 4 related lines business totaling 20 million. We needed to quickly build out creative work from scratch with no existing assets.
Solution
After researching similar market email templates, we searched for VW and Audi design systems, fonts and imagery that could be brought into Figma to start building out creative work. A real collaborate effort, our creative team divided the work and helped out however possible. Having done similar work with our client Harley Davidson, the team built out the CRM framework and we developed 30+ assets of emails, social and landing pages for prospect and new customers:
Audi - Digital/Social Media Assets
Audi - Sign Up page
VWFS - Welcome to VW Credit
Upcoming AutoPay
Personalized Leasing Offer
Analysis
Our research in the luxury car market showed a need for personalization and animation to engage the user. The target market needs a range of users. The vehicle being versatile for many lifestyles with the blend the urban to off-road lifestyle including families, duel income no kids, brand loyalists, prospects, inactive.
Result
After showing work for VW After Sales, Audi Prospect, VW Financial Services, Audi After Sales also was interested in seeing our work. We developed additional emails mirroring the VW after sales creative work.
We were a finalist for the full scope of this business line. While we ended in a close second, we have continued communications to take on smaller scopes of business with the client.
🌳 Takeaways
• The pace of this project was intense — we delivered a high volume of work quickly, which became a valuable lesson in mapping and refining CRM user journeys under tight timelines. Leading with organization and teamwork made this a success.