Making Volkswagen a Brand Success Story.

Only available on StudyMode
  • Download(s) : 48
  • Published : July 25, 2012
Open Document
Text Preview
Making Volkswagen a brand success story.

Making VW brand a success story.
The Challenge
Volkswagen of America, the world’s third largest car manufacturer, was repositioning its brand identity to expand their market presence and reach its celebrated enthusiast community. Volkswagen’s agency of record, Crispin Porter + Bogusky (CPB), envisioned a more interactive and engaging user experience that strongly reflected the brand’s personality. The VW team had several major goals for the new website - greater flexibility for marketing, reduced IT overhead and faster time to market with content updates. To coincide with the overall repositioning campaign, the website needed to be built in three months, which led to the first major obstacle: VW & CPB weren’t sure that their ideal technical solution could be implemented within the scheduled timeframe. Crispin P+B recommended Oshyn, Inc. based on its track record of rapid development success and proven technical expertise with similar clients.

The Solution
Oshyn developed a proof-of-concept microsite to demonstrate their capabilities and prove that VW’s envisioned technology solution could in fact be developed and delivered in the required timeframe. Oshyn then rapidly developed and upgraded multiple applications (Find a Dealer, Get a Quote, Schedule a Test Drive, VW Club and Maintenance) using an Agile development process to ensure that the functionality met the needs of all stakeholders. The integration of these systems required complex data migration, for which Oshyn used its proprietary designed migration scripts that reduce the possibility of creating bugs while concurrently speeding up the data migration process. Oshyn migrated Volkswagen’s Oracle database and Websphere application server to the open source MySQL database and JBoss server.

The Results
“I would like to thank you and your team for the dedication and hard work on the 2007 VW.com rebrand project. It was not an easy assignment, and you guys...
tracking img