The Volkswagen Group, which includes brands such as SKODA, SEAT, AUDI and VW, announced the resolution of its tender for BTL activities across all Volkswagen Passenger Cars dealerships in Poland. The winning agency, which will be responsible for the above activities for the next 36 months, is AFEKT.
The agency's key tasks include, above all, optimizing customer communication at the point of sale in order to maximize positive customer experiences in the context of changing purchasing habits. In addition, AFEKT will ensure the unification of campaign standards implemented across the network, the selection of POS tools along the evolving customer journey in showrooms, and will coordinate sales promotions and campaigns prepared by the brand, as well as support dealer marketing activities.
Due to the ubiquitous digitalization, the customer's purchasing journey is undergoing enormous changes. We see this in our points of sale as well. However, despite this, a visit to a showroom is still a very important stage in the process of deciding to buy a car of a specific brand. That is why marketing activities in showrooms are of key importance to us. In order to maximize our customers' positive experiences, we are introducing new solutions. Choosing a partner in this area was therefore a very important decision for us - says Mateusz Liśkiewicz, Communication Manager at Volkswagen Group Polska.
On behalf of AFEKT, Katarzyna Kantarek, Senior Account Manager, and Przemysław Wilk, Project Coordinator, are responsible for servicing Volkswagen Passenger Cars. Jacek Sołkiewicz will oversee strategy, and Piotr Majewski, Head of the Creative Department, will oversee creative work. The cooperation was established through a tender. The contract was signed for a period of 3 years.
AFEKT is an advertising agency operating on the Polish market continuously since 1997. It specializes in delivering unique experiences to consumers and brand audiences. Its portfolio includes projects for, among others, Volkswagen Group Polska, Kompania Piwowarska S.A., Orange Polska, Allegro, Danone, Nivea and many others. It also conducts BTL activities for Kompania Piwowarska, LBSW, Profi and Heinz Pudliszki. The Afekt Group also includes the public relations agency IdPR.
Terms from the article
BTL — Below The Line / direct and activation communication. Marketing activities more precisely targeted at the recipient, e.g. promotions, events, sampling, POS materials, emailing, activations and loyalty programs. The boundaries between ATL and BTL are fluid today.
Why it matters: It reaches precisely where the decision is made: an in-store promotion, an event, a mailing to your own database. The effect is visible faster and easier to measure than with a mass campaign.
When it is used: For sales promotions, sampling, events, loyalty programs and communication with your own databases.
What happens if it is omitted: Mass reach alone does not close the sale — without activation at the shelf and direct contact, some interested customers never buy.
POS — Point of Sale / point of purchase. A place or communication materials at the point of purchase, e.g. displays, stands, wobblers, shelf talkers, posters and in-store screens. The goal is to influence the decision at the moment of purchase.
Why it matters: It works in the last meter before the decision: at the shelf, where the customer chooses between brands. Good display can outweigh a competitor's campaign.
When it is used: In retail: displays, stands, promotion signage, screens at checkout counters.
What happens if it is omitted: Without materials at the point of sale, all communication breaks off before the shelf — and there, the one who is visible wins.
