The young wolves
are loose!
Used car sales concept
Volkswagen Automobile Frankfurt: Young wolves
The task
Development of a used car brand for the different locations of Volkswagen Automobile Frankfurt with the following objectives.
Short to medium term:
- Increase awareness among our target group for the used car divisions of VW operations
- Increase in demand for used cars
- Increase of showroom traffic
Medium to long-term:
- Stable sales increase
- Establishment of a process that binds used car customers to our services and thus to our company
Volkswagen Automobile Frankfurt: Young wolves
The implementation
Phase 1: Going viral: “Wolf sighted”
To attract maximum attention, we shot short mobile phone videos with real wolves at night at the VAF site with deliberately poor image quality to emphasize the authenticity. We then shared this video via a straw man on Facebook and the whole thing went viral.
- Countless comments
- Viral sharing of the video
- The local newspaper Frankfurter Neue Presse reported on the video
Volkswagen Automobile Frankfurt: Young wolves
The implementation
Phase 2: Viral – Volkswagen Frankfurt reports “Wolves sighted”
In this step, we then spread the word through the client’s own social media channels that young wolves had been seen on the premises. Here, too, we achieved a high level of attention.
Volkswagen Automobile Frankfurt: Young wolves
The implementation
Phase 3: Viral launch of the official video on Facebook
With different videos that we shot with several wolves inside the customer’s used car center and on the grounds, we explained the background of the campaign. We explained the joke of “Young Wolves” as the used cars and highlighted their advantages. With these videos we achieved a gigantic organic range.
Volkswagen Automobile Frankfurt: Young wolves
The implementation
Phase 4: Communication resolution at POS
Parallel to the launch of the videos on Facebook, various advertising media were installed at the POS. As an eye-catcher from the outside, we hung XXL facade banner. In the interior we had different floor and window stickers, ceiling hangers with statements combining the characteristics of wolves with the respective vehicle models and classic end customer flyers with the advantages of the young wolves. In addition, all used cars were equipped with “young wolves” number plates.
Volkswagen Automobile Frankfurt: Young wolves
The result
Over 100,000 people reached on Facebook
Enormously positive response to the campaign, playing to positive brand image!
Free coverage in the local press with wide reach
Continuation of the used car branding until today
