| Title | Golf Test |
| Title (original language) | Test Golf (anglais) |
| Agency | agence .V. |
| Campaign | Experience real value for Golf VI - Volkswagen |
| Advertiser | Volkswagen |
| Brand | Volkswagen |
| Date of First Broadcast/Publication | 2008 / 10 |
| Product | Golf VI |
| Business Sector | Cars |
| Tagline | New standards, new tests. |
| Tagline (original language) | Nouveaux standards, nouveaux tests |
| Story | 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. |
| Media Type | Television & Cinema |
| Length | |
| Market | France, Germany |
| Production Company | Can / PH |
| Advertising Manager | Thierry Lespiaucq |
| Advertising Manager | Olivier Bizot |
| Advertising Manager | Olivier Battut |
| Account Manager | Xavier Real Del Sarte |
| Account Manager | Alban Callet |
| Account Manager | Nathalie Cortial |
| Account Manager | Sophie Labat |
| Account Manager | Johanna Valade |
| Creative Director | Christian Vince |
| Art Director | Sylvain Guyomard |
| Copywriter | Jocelyn Devaux |
| Agency Producer | Corinne Persch |
| Director | John Dolan |
| Music | Dentistry Dub |
| Music | Universal Publishing |
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- AGENCY:
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