Volkswagen ID.4

Despite being one of the largest automakers in the world, Volkswagen was still lacking the one vehicle almost all of its competitors had—an electric one. So they created the revolutionary ID.4.

Unfortunately, the timing couldn’t have been worse. The pandemic hit, and Volkswagen found itself facing an insurmountable challenge—launching the most important VW vehicle since the Beetle during a once-in-a-lifetime global pandemic. And doing it all without the usual automobile playbook to help them. No TV. No auto shows. And no dealership activations. 

So we got creative with our analytics and developed a unique data-led solution. We created a CRM campaign targeting those most likely to reserve an ID.4, then drove them to a virtual showroom and owner’s portal to learn more about the vehicle, custom build their own, and reserve it for delivery. We even built a unique vehicle tracker that let customers track their custom ID.4 throughout the production process as it made its way from assembly line to dealership. 

The results? Well, they speak for themselves.

Results:

• The ID.4 first edition sold out in less than 8 hours.
• 4 months post launch, we released an additional and larger batch of ID.4 first edition vehicles… which also sold out in less than 8 hours.
• 500+ Volkswagen dealers received an ID.4 reservation in the first week.
• Every single state in the U.S. received an ID.4 reservation. Even Hawaii.
• 1.5 billion+ impressions with more than 100 unique stories published on launch day.
• Earned social doubled to 1MM in the first 24 hours with zero paid media support behind it.
• The YouTube Live premiere was the most viewed live moment in Volkswagen channel history.
• 35% increase in organic search traffic.
• Email alone drove 500+ reservations in the first week.

Press:

CNN Business: Volkswagen unveils the ID.4, its new all-electric SUV

Business Insider: Volkswagen’s Tesla competitor is finally here

Car And Driver: 2021 VW ID.4 revealed with 250-Mile range, $41K starting price

Car Buzz: Volkswagen ID.4 first edition is already sold out

Car Scoops: 2021 VW ID.4 reservation site crashes, 1st edition is sold out in the U.S.

The Next Avenue: VW ID.4 1st edition sells out in record time in U.S.

Autoweek: VW ID.4 1st edition is already sold out, but you can still get one in 2021