Volkswagen: Rated R
Volkswagen: Rated R
The Volkswagen Golf R sits at the high-performance peak of the Golf lineup, so we wanted the ownership experience to feel just as exciting before the car even arrived. We created a campaign called Rated R, designed to build anticipation throughout the wait period. I led the creation of a triggered email journey that highlighted the car’s performance and features, while also including a progress tracker in each email. Much like parcel tracking, it gave customers a clear, satisfying sense of where their car was in the delivery process.
Each email also linked out to an interactive site we built as an extension of the experience. On the site, customers could select their region and explore a curated library of scenic and thrill-seeking driving routes, giving them inspiration for their first drives and reinforcing the performance mindset behind the Golf R.
Triggered Emails
A series of 6 emails including:
Tracking bar that indicates the status of their brand new VW Golf R
Each email dives into features of the Golf R
A CTA that allows you to share the status with your friends to make them jealous
Link outs to the interactive website
Interactive Website
Customers can choose whichever region they want to visit
A selection of thrill-seeking routes appears, users can scroll through and select the route that speaks to their type of adventure
Interactive map pops up including details like distance, elevation and duration of the route
