Volkswagen - "Golf Test"

agence .V.

agence .V. Saint-Ouen, França

9272

Marca: Volkswagen
País: França

Anunciante: Volkswagen

Titulo	Golf Test
Titulo (língua original)	Test Golf (anglais)
Agência	agence .V.
Campanha	Experience real value for Golf VI - Volkswagen
Anunciante	Volkswagen
Marca	Volkswagen
Data da primeira Transmissão/Publicação	2008 / 10
Produto	Golf VI
Sector Empresarial	Automóveis
Legenda	New standards, new tests.
Legenda (língua original)	Nouveaux standards, nouveaux tests
História	SUMMARY: The car industry was one of the first industries immediately affected by the crisis in September 2008 as recession-fearing car buyers grew more cautious. Sales suffered a sharp decline worldwide. The European car market shrank by 14.5%. The car manufacturers were put under high pressure and presented re-admissions on a daily basis as the downward spiral developed. The challenge was to launch the latest version of the Golf VI, Volkswagens most important product, during the worst crisis since the 1930s. The core media strategy was to gain high awareness by advertising in magazine titles and television programmes that reach a broad target group. Worldwide kick-off saw a media co-operation with the best-selling newspaper in Europe, the German BILD. On October the 3rd, a national holiday in Germany, the BILD launched a special issue with exclusive Golf ads. Soon afterwards the classic campaign started all over Europe with TV, print and billboards. The ATL activities were supported by a high-quality 3D-webspecial, a mobile marketing campaign and further CRM activities such as direct book mailings. Golf has been voted by the auto-motor-sport reader as the best compact car in Germany with an amazing development in recent years. It clearly outperformed it`s young rivals from competitor brands. Additionally, Golf showed an outstanding improvement for a German brand on the French market: +70% since 2007. Whereas all domestic brands were loosing market share, Golf had an outstanding increase in market share and ranks No. 2 in the French market.
Tipo de Mídia	Televisão e Cinema
Comprimento	40 seconds
Mercado	França, Alemanha
Produtora	Can / PH
Director de publicidade	Thierry Lespiaucq
Director de publicidade	Olivier Bizot
Director de publicidade	Olivier Battut
Account Manager	Xavier Real Del Sarte
Account Manager	Alban Callet
Account Manager	Nathalie Cortial
Account Manager	Sophie Labat
Account Manager	Johanna Valade
Director criativo	Christian Vince
Director de arte	Sylvain Guyomard
Redator	Jocelyn Devaux
Produtor da agência	Corinne Persch
Realizador	John Dolan
Música	Dentistry Dub
Música	Universal Publishing