Blended Learning Experience
How we helped the Spanish car manufacturer train over 7,000 salespeople from all over the world on new models.
The Customer
SEAT is a Spanish automotive brand and subsidiary of the Volkswagen Group. With a wide range of vehicle models, SEAT is represented on international markets. The company attaches great importance to innovation and quality in order to meet the needs of its customers and hold its own in a competitive environment.
The Challenges
For the launch of its models, SEAT invited salespeople from 54 countries to the so-called Central Launch Training (CLT), in which they were prepared for selling the vehicles. Our task: How can the CLT be transformed into a blended learning experience that reduces the time spent on site and at the same time increases learning success?
Our Work
Together with our event partner agency Stagg & Friends, we developed a multi-stage training strategy and the necessary digital content and applications. We managed other service providers, trained the trainers and delivered on-site IT support for two CLTs for the launch of the SEAT Ibiza, SEAT Taracco and the Cupra brand.
Our Approach
Pre-Campaign
A centralised portal provided access to web-based training courses and a quiz duel as well as information about the trip. The interactive training courses were available in over 20 languages and 54 countries and conveyed product target group knowledge. Participants were able to consolidate their knowledge in the quiz duel and collect points for a competition.
Training Event
All participants received a personalised wristband to access learning apps with market- and language-specific content. Native training apps on iPads set tasks on the vehicle functions, while a product app presented the highlights of the vehicles in the workshop. A GPS-supported app accompanied the test drives live.
Post-Event
After and during the event, participants were able to view their high scores, collect more points in the quiz duel, download their certificate and view personal photos. The winners of the competition were also announced on the portal.
The Result
The SEAT Central Launch Trainings were a great success and laid the foundation for the successful market launch of the new SEAT Ibiza, SEAT Taracco and the Cupra brand. According to a survey of participants, they felt optimally prepared (4.5 out of 5 stars) for the sale of the vehicles and the launch of the brand.
