Wolfgang Schneider
Chief Creative Officer at BBDO Germany
Berlin, Alemanha
TituloW 12
Agência
Campanha Truly Volkswagen
Anunciante Volkswagen
Marca Volkswagen
PostedJulho 2006
Produto Fox
Sector Empresarial Automóveis
História SUMMARY

In April 2005, Volkswagen introduced the Fox to the price driven mini-segment despite Volkswagen’s premium image and the Fox being slightly higher priced than the competition. Instead of a generic price or lifestyle positioning, Fox advertising addressed the driver’s wish for fully-fledged cars and portrayed Fox as the only mini car that didn’t require a compromise. This strategy turned out to be a tremendous success: the campaign achieved above average tracking results and the message was regarded as extremely relevant. It reached 36% above the average 39% market segment in terms of recognition. The intended benchmark image was achieved within a short time and Fox became number one in the mini car segment with over 25,000 units sold.
Tipo de Mídia Imprensa e publicações
Director criativo
Director criativo
Director de arte
Director de arte
Account Manager
Account Manager
Fotógrafo

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