1. Showrooms are losing their appeal
Showrooms are not what they used to be, the automotive category in Malaysia is a segment still tied down to its traditional ways. One of its biggest challenges is the steady drop in showroom footfall year-on-year. Volkswagen is the people’s car but the lack of visitors coupled with an ageing car made the fifth-generation Volkswagen Polo and the iconic but soon-to-be-discontinued Beetle, a tough sell.
2. Bringing the people’s car back to the people
According to Facebook, 130 million Instagram accounts tap on a shopping post to learn more about products every month. 75% of monthly active Instagrammers open Instagram with the intent to shop already and 70% of shopping enthusiasts turn to Instagram for product discovery.
We needed to adopt a different approach to cut through the clutter and noise created from enthusiastic brands
3. The people’s car was now primed and ready
for the cyber sale
Using Instagram shop, we set up a frictionless shopping experience; that saw Volkswagen Malaysia’s Instagram Shop connected to Shopify & Stripe for checkout and purchase purposes. The first of its kind in the automotive industry, where special edition Volkswagen Beetles & Polos would be up for sale during 12.12.
4. Over the course of the next 24 hours, 10 Volkswagens in total were sold.
Within the first five minutes of the shop going live, the first 2-Volkswagen Polos flew off the shelves. Furthermore, in just the first month, the media coverage grew to over 30 individual media clippings and content pieces across different media, garnering over RM 800k in PR value and an estimated reach of over 5.8 Million.
