Building a high performing community across Audi's dealer network
Challenge
Audi wanted to create a greater sense of community within its dealer network, encouraging a two-way dialogue between the Audi centres and head office. The goal was to enable greater sharing of best practice and build brand advocacy in the network.
Solution
Wonderly proposed the further evolution of the dealer news website, the Hub, which we already run for Audi, making it available as a native mobile application. Dealers are already using the Hub daily, to get updates from head office. They were also communicating regularly amongst themselves in Whatsapp groups, so a mobile app would provide a fit-for-purpose channel enabling greater conversation between head office and the network. We adapted the desktop version of the Hub and enhanced it with a section called ‘community’ inviting users to follow and contribute to conversations on specific topics.
Solution
Wonderly proposed the further evolution of the dealer news website, the Hub, which we already run for Audi, making it available as a native mobile application. Dealers are already using the Hub daily, to get updates from head office. They were also communicating regularly amongst themselves in Whatsapp groups, so a mobile app would provide a fit-for-purpose channel enabling greater conversation between head office and the network. We adapted the desktop version of the Hub and enhanced it with a section called ‘community’ inviting users to follow and contribute to conversations on specific topics.
Results
This project is in Year 1 and we are currently building the audience. We have approximately 1000 users who are engaging well with the community-building aspects of the app. Our bi-weekly quiz (Take5) gets around 400 entries each time and shows the correct answer when users make a selection on the App, so they learn as you play.
