Client: Volkswagen

Project: Retain car-net® subscribers

CHALLENGE:

Each time VW sent monthly invoices to the car-net®subscribers, the bill inadvertently prompted users toreconsider the service. Research revealed that subscriber knowledgege was the issue. Either they never knew or forgot how to use services that could help keepthem safe, entertained and informed.

SOLUTION:

Include an advertisement as part of each invoice.Once a month subscribers discovered anothergreat way to use car-net®. Each advertisementhighlighted a function including how to get real timesports scores, tra!c and weather. They learnedabout safety alerts for teen drivers. Checking the health of their car from remote.

This monthly campaign not only encouraged users to explore features while reducing subscriber cancellations, but it also increased shares with friends and family.