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Agency: Tribal DDB

Client: Volkswagen

Volkswagen has launched a new website which aims to provide customers with the most life-like experience of sitting in and walking round a new car without having to leave the comfort of their own homes.

The launch of is the fruition of 18 months’ work by a dedicated full-time team of 50 drawn from across creative, design, account management, technical and Flex.

It’s been built in response to demand from consumers and the increasing importance of the internet in relation to how people now reach key buying decisions when searching for a car.

A car configurator features 3D models of the Volkswagen range (which the Tribal team spent a total of six months creating). Additionally, every option that visually changes the appearance of each model has been included so visitors can see first hand how changing and including additional options will enhance the car of their choice.

In the near future, visitors to the site will also be able to book test drives, in real time, by directly accessing retailers’ booking systems. They will be able to see which models are available at a specific time and retailer, and reserve a time slot on line. 

Volkswagen’s Relationship Marketing Manager, Marianne Nicholas, explains: “Our research shows that people looking for a new car now do the majority of their research on the internet, with visits to showrooms more than halved, down from five to two on average.

“The challenge for us was to respond to this change and ensure our website is equipped to give buyers and owners the information they need at the touch of a button.”

The old site saw a massive rise in visits over the past three years – up from 500,000 in November 2004 to 1.4 million in November 2007.

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