The Client: Volkswagen Group SA

The Campaign: Change Management Campaign to launch new learning platform to VW dealerships The Challenge Volkswagen South Africa needed to launch their new online learning platform, iLearn2.0, to their network of 144 dealerships across Sub-Saharan African. The Solution A new brand identity for iLearn2.0 was developed, including a dynamic logo, style guide, and branded clothing. This was followed by a multifaceted change management campaign. Teaser Campaign The “Now Loading”-themed teaser campaign generated excitement and awareness. Key elements included custom email signatures, bridge and pull-up banners, Facebook and platform banners, and TV screen displays. Launch Campaign Drawing inspiration from the fast-food industry, the launch campaign positioned iLearn2.0 as “Your on-the-go learning platform.” It used unique patterns and symbols to attract attention. The campaign’s focal point was a tutorial microsite, which featured: An educational promo video Tutorial videos for managers and learners Infographics highlighting key benefits FAQs and a user guide Traffic to the site was driven by an email campaign, social media posts, office branding, and desk drops (popcorn boxes).

The Results: The campaign outperformed all KPIs: 95% campaign engagement 86% successfully completed courses 100% user registration What Made This Campaign Stand Out The campaign’s unique creative concept successfully positioned iLearn2.0 and the tutorial website with effectively educated users on maximising the platform’s potential.