Riverwood agency has won the tender for comprehensive handling of the Das WeltAuto program, owned by the Volkswagen Group. As part of the collaboration, the agency will develop the brand promotion strategy – along with the execution of creative, sales and activation activities. The contract was signed for 2 years, with the option of extension for further periods.

Das WeltAuto Program

Das WeltAuto is a used car buyback and sales program owned by the Volkswagen Group – covering both the Group's portfolio (Volkswagen, ŠKODA, SEAT, Volkswagen Commercial Vehicles) and other brands such as BMW or Mercedes. It comprises an online service and a network of dealerships across Poland. Over 100,000 cars have already been sold under the DWA program. The main idea of the program is to offer only the best vehicles whose history and technical condition have been meticulously verified. DWA also supports those planning to sell their car, offering a free valuation, favorable buyback offers and the option to trade in the vehicle.

Scope of Collaboration

Riverwood agency's tasks will include: developing and implementing the brand communication strategy, designing creative assets for digital channels and dealership showrooms, media planning, point-of-sale activities, preparing lead-generation campaigns and motivational initiatives aimed at salespeople.

The used car segment is a very important development area for us. We were looking for a partner who would not only deliver creative and executional solutions, but above all support us in building a long-term development strategy for the Das WeltAuto brand on the Polish market. Riverwood agency convinced us with its analytical and strategic approach as well as its extensive knowledge of the automotive market in Poland. - Rajmund Nowacki – Das WeltAuto Dealer Network Coordinator.
We have been connected with the automotive market for many years and we carefully observe the changes taking place within it. First, we dealt with the emergence of alternative methods of financing new cars, which significantly increased their accessibility for the regular dealership customer. Today, those cars are returning to the secondary market – where much has also changed, particularly in the B2C model. A growing share of used car buyers expects the same – as in the case of new cars – certainty of transaction, transparency of technical condition and level of service. DWA is meant to respond to this trend and I am very glad that we will be able to participate in this process. - Dominik Stachowiak – CEO of Riverwood.

Riverwood is an agency specializing in strategic consulting in the area of brand and service design and creating communication solutions. It has been operating on the market since 2011 and during that time has worked with brands such as: Volkswagen, ŠKODA, Amica, HP, POL International Paper and Shuum Boutique Wellness Hotel.

 

Concepts from the Article

Volkswagen Group Poland Concludes Tender for Das WeltAuto

B2C — Business-to-Consumer / company to consumer. A business model in which a company sells directly to an individual customer. Communication often focuses on benefits, emotions, convenience, price and a fast purchase process.

Why it matters: It allows you to play on emotions and convenience: the consumer decides quickly, alone and with their heart more often than with a spreadsheet. A simple purchase path can mean more than an argument.

When it is used: When selling to consumers: product campaigns, promotions, e-commerce, communication for everyday brands. Used in two areas: consumer marketing and as a business model (company–consumer sales).

What happens if you skip it: Communication written like a tender offer bores the consumer — whoever speaks shorter, warmer and makes the purchase easier wins.

Summary

Volkswagen Group Poland entrusted Riverwood agency with two-year handling of the Das WeltAuto program, which deals with the buyback and sale of used cars. As part of the collaboration, the agency will develop the communication strategy, digital creatives, media planning and motivational campaigns for dealers.

The Das WeltAuto program has sold over 100,000 vehicles to date. As Dominik Stachowiak of Riverwood emphasizes, the secondary market in the B2C model is approaching the standards of the new car market — customers expect certainty of transaction and transparency of technical condition.