Client: Volkswagen Cars: Volkswagen Academy Relaunch

A solid strategy to re-build an academic community

The background to the brief

Despite the Volkswagen Academy being a leading centre of excellence for training and development, its communication was infrequent and inconsistent, and the system for booking training was frustrating. Critically it lacked an identity and voice, and was at odds with the strategic ambition of the wider Volkswagen brand.

Our solution

Our winning strategy redefined the Academy in line with the Volkswagen brand - centred on the idea of the Academy as a community - and then relaunched it across the business with a new identity, ensuring a consistent experience at all touch points.

Looking good for academic success

Our Volkswagen Academy work is still a work in progress, but has already attracted comments from senior marketers on its perfect alignment with the Volkswagen brand:  “We couldn’t have asked for something more aligned with what the Volkswagen brand is all about.”

For the full story of the campaign roll out please see ‘How the Academy got its stripes’ case study.