Volkswagen XL1 – The Community-Based Launch

Vision becomes reality.


Communicate and market the launch of the first 1-liter-car, the Volkswagen XL1. Raise awareness for a technological lighthouse product and explain the complex product to a specific target group. Accompany the sales process of the small batch series.

XL1 - Vision Wirklichkeit


TD Reply Berlin as strategic and communicative lead agency to position Volkswagen’s technological lighthouse in an interactive way to consumers. Opinion leaders, local celebrities, experts and visionaries behind the XL1, who share their specific insights on design, innovation, mobility, environmental topics were identified and part of the community-based launch.

  • Development of the core creative idea, design language and the communications plan in consideration of a strong consumer interaction via a digital platform
  • Creation of a “community-based launch” strategy – tailored to the groundbreaking image of the product itself – we let the people testdrive and tell others about it!
  • Successive international cross media launch-campaign with digital and interactive focus, enabling networks of key opinion leaders to drive communication goals
  • Planning and programming of the open innovation platform and continuous content generation (videos, pictures, interviews, blog posts etc.), further advancement of the site via UX-tests and web analysis
  • Campaign realization and execution, CRM activities (lead generation and lead tracking, dialogue marketing), community management, issue management and performance tracking
  • Monitoring of test drive activities and analysis of test drivers’ opinion
  • Accompany offline events (fairs, roadshows etc.) with relevant communication materials (catalogues, flyers etc.)
XL1 Website


  • 3 Phases of open innovation interaction with customers resulted in more than 2,000 contest entries and more than 10,000 ideas – valuable content that drove traffic to the site
  • High impact of campaign with only limited communication budget: user generated content resulted in a shift from paid to earned and owned media.
  • Establishing website within Volkswagen’s digital infrastructure to bundle global awareness in an efficient manner
  • Through everyday test drives within the so called “experience fleet” collection of valuable in-sights for further product development of the XL1
  • Successful translation from communication to launch of sales phase