The Remarkable Project 046: Being Remarkable in the Automotive Industry with Hayley Phillips
In this episode of The Remarkable Project Jay speaks with Hayley Phillips, a dynamic marketeer recently kicking goals in the automative space with Volkswagen, about why customer ‘life stages’ are key to looking beyond features and benefits, how data is transforming personalisation in the auto industry, and the importance of nurturing a creative culture internally and externally.
Hayley Phillips has had an extensive career spanning many industries, including music, events, television and real estate, however the last decade has seen her active as a national marketer in the automotive industry.
She embodies “outside the box” thinking, thanks to an innovative and progressive attitude towards marketing, strategy and creative. Over the past five years at Volkswagen Group Australia, Hayley has led forward-thinking VW campaigns such as the award-winning Polo ‘Unfail’, the Effie award-winning ‘World’s Smallest Dealership’, and most recently, the ground-breaking ‘Golf GTI Ad Break Championship’.
Hayley believes the key to success is developing strong relationships with agencies, partners and collaborators that embody trust, collaboration, and a dash of risk-taking. All supported, of course, with cracking insights. In an automotive marketing “sea of sameness”, she committed to standing out at every turn, and never forgot to have fun while she did it.
With a recent move into the finance industry, Hayley is hoping to apply the same gusto, passion and determination to create connection through her marketing with a whole new set of customers.
Check out some of her recent work here: https://vimeo.com/576570169
Remarkable Quotes
In many ways it’s not about the car itself, it’s about how it affects the person driving it.
Rather than just talking at them, it’s always about starting conversations.
Don’t be scared to not focus on the features.
Remarkable Takeaways
Why looking at customer ‘life stages’ rather than just doubling down on features and benefits can really refresh marketing thinking.
How the amazing use of data in the auto industry is providing much more personalised opportunities for new products and communications.
The importance of nurturing a truly creative culture across both internal and external teams.
Connect with Hayley