Заголовок | Drawing (Teaser/Follow-Up) |
Агентство | DDB Berlin |
Кампания | For boys who were always men - Volkswagen |
Рекламодатель | Volkswagen |
Бренд | Volkswagen |
Posted | Июль 2006 |
Продукт | Golf GTI |
Бизнес сектор | Легковые автомобили |
История | SUMMARY In 2004 Volkswagen launched a new Golf GTI whose original predecessor had been a cult car 20 years ago, but which had increasingly lost its desirability. To revive the GTI cult, communication focused on the attitude of the original drivers and transferred it to the present. The campaign was successful in all aspects, clearly achieving the intended positioning and creating desire within the target audience. This re-vitalisation of the cult image had substantial effects: The Golf GTI conquered the No. 1 position in the segment of sporty hatchbacks within only a few months. |
Тип медиа | Печать |
Креативный директор | Amir Kassaei |
Креативный директор | Wolfang Schneider |
Креативный директор | Mathias Stiller |
Арт-директор | Sandra Schilling |
Фотограф | F.A. Cesar |
Руководитель группы по связям с рекламодателями | Michael Lamm |
Руководитель группы по связям с рекламодателями | Cathleen Losch |