An integral part of the VWSA ecosystem is their Training Academy. It is responsible for offering a wide range of training certifications to the dealership network.

With the ever-evolving landscape of learning and development, VWSA recognised the need to modernise its training approach by introducing a new online learning management system (LMS) called iLearn2.0. The challenge at hand was not only to introduce this platform but also to drive adoption and utilisation across the extensive dealership network.

To address these challenges, we devised a multifaceted change management strategy that incorporated creative branding, an engaging campaign and a comprehensive educational approach.

1. Branding and Identity:

A new logo and brand identity were created for iLearn2.0. This visual overhaul positioned the platform as a flagship training resource, setting it apart as a premium learning experience.

2. Campaign Concept:

To capture the essence of iLearn2.0, we developed a unique internal campaign concept, promoting the platform as “Your on-the-go learning platform”. This concept was inspired by the fast-food industry, infusing the creative with elements of freshness, dynamism and eye-catching vibrancy.

3. Multi-Channel Campaign:

An integrated campaign was launched to create awareness and educate the network on the platform’s enhanced user experience and functionality, making professional development a top priority. The following key elements were implemented:

• Pre-launch teaser campaign: This built internal awareness of the imminent platform launch.
• Tutorial microsite: The microsite contained educational content in the form of videos, infographics, FAQs and a user guide to inform users about the benefits and key features of iLearn2.0.
• Competition: To incentivise engagement, a competition was introduced, encouraging users to learn about the benefits and enter to win.

The campaign’s reach was expanded through various channels, including:

• Office branding: Physical branding elements were placed within office spaces to reinforce the platform’s presence.
• Email campaign: Regular email communications were sent to keep the audience engaged and informed.
• Facebook campaign: A social media campaign was employed to reach a wider audience.
• Desk drop: A physical desk drop was delivered to further increase awareness and utilisation.