Designed to entice Canadian enthusiasm for the VW brand online, the all new vw.ca website is a perfect marriage between a rational and an emotional experience. Users can easily find all information and interact with purchase tools appropriate for the entire shopping cycle (including the model chooser). They can also immerse their senses into the brand spirit and essence of each model through unique design, animation, and music (Brand E-sense).Marketing objectives: to entice enthusiasm for the models online.

Target: potential VW drivers, Median age: 40, Aspirational = early 30s, MHHI = $93.5K.Psychographics: free thinkers, discriminating, driven, but down to earth.