The principal challenge was to catch the extremely broad target group – drivers from all over the world, aged 18 to 88 years. The objective is to tell them a relevant story, no matter where they are in the customer lifecycle, no matter what their individual mobility requirements. It was important to convey corporate values in every story and make the most of each media channel. Only if we deliver relevant content will international markets adapt the magazine to their needs. And only then can the project achieve an internationally recognisable and consistent brand appearance, and thus improve Volkswagen’s global market position.

In order to meet the client’s objectives, Das Auto. Magazine was developed in a way that can be easily approved by Volkswagen markets worldwide.

Whether in print, as a mobile app, or on the web, Das Auto. Magazine catches every segment. In this way we use the strengths of every channel to present stories to Volkswagen customers.?

To reach the broad and international target group, the web design is responsive and arranges itself for each and every device. No matter which screen you are using, it feels like a multimedia magazine in the best sense of the term.

Naturally we track how many people access the site, how long they stay and read, how often the app gets downloaded in different markets, how often content is shared, liked and commented on Facebook.

The key indicator, however, is the number of markets that participate and adapt our centrally produced content. We started in 2012 with a handful of European markets (France, Spain, the UK, Switzerland, Russia, Austria). Today, other markets such as the US, Mexico, Australia and Canada, to name but a few, are also adapting our content. This demonstrates clearly that we are succeeding in our key objectives.