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Volkswagen - "Demon Baby" - adam&eveDDB

  • Demon Baby
  • Volkswagen
  • Volkswagen
  • adam&eveDDB
  • United Kingdom
  • Volkswagen Brand 1995-2001
Product NameLupo
Product CategoryCars
MarketUnited Kingdom
LanguageEnglish
Media TypeTelevision
Length60 Seconds
Awards IPA Effectiveness Awards, 2002 (Effectiveness Agency of the Year >£100m) for
IPA Effectiveness Awards, 2002 (Best Consistency) for
IPA Effectiveness Awards, 2002 (Silver) for
D&AD Awards / Yellow Pencil, 2002 (Silver Nomination) for TV & Cinema Advertising Crafts: Soun Design
D&AD Awards / Yellow Pencil, 2002 (Silver Nomination) for TV & Cinema Advertising Crafts: Cinematography
D&AD Awards / Yellow Pencil, 2002 (Silver Nomination) for TV & Cinema Advertising Crafts: Use of Music
D&AD Awards / Yellow Pencil, 2002 (Silver Nomination) for TV & Cinema Advertising Crafts: Direction
Creative Director Jeremy Craigen
Creative Director Ewan Patterson
Creative Director Chris Barraclough
Creative Director Sam Ball
Creative Director Dave Bedwood
Account Planner Hannah Wren
Advertising Manager Andrew Coombe
Advertising Manager Rod McLeod

Concept

The Road to Purchase
This case shows how an integrated multi channel communications approach based around car buyer's 'road to purchase' helped Volkswagen UK double its new car sales and value share over 6 years, as well as booskting sales of parts and used Volkswagens, without any erosion of the brand's 'cut above' status. The communications approach was highly efficient, and directly led to 151,000 extra sales and £1.99 billion extra revenue for Volkswagen UK