Заголовок | W 12 |
Агентство | DDB Berlin |
Кампания | Truly Volkswagen |
Рекламодатель | Volkswagen |
Бренд | Volkswagen |
Posted | Июль 2006 |
Продукт | Fox |
Бизнес сектор | Легковые автомобили |
История | SUMMARY In April 2005, Volkswagen introduced the Fox to the price driven mini-segment despite Volkswagens premium image and the Fox being slightly higher priced than the competition. Instead of a generic price or lifestyle positioning, Fox advertising addressed the drivers wish for fully-fledged cars and portrayed Fox as the only mini car that didnt 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. |
Тип медиа | Печать |
Креативный директор | Wolfgang Schneider |
Креативный директор | Mathias Stiller |
Арт-директор | Sandra Schilling |
Арт-директор | Michael Janke |
Специалист по работе с заказчиками | Michael Lamm |
Специалист по работе с заказчиками | Esther Wiedemann |
Фотограф | Christian Stoll |