Title | The Watch |
Title (original language) | La Montre |
Agency |
DDB Paris
|
Campaign |
Lupo VW
|
Advertiser |
Volkswagen
|
Brand |
Volkswagen
|
Date of First Broadcast/Publication |
2001 / 10
|
Product |
Lupo
|
Business Sector | Cars
|
Tagline | One of these Days, you'll be Sorry you didn't Pay the Right Price |
Tagline (original language) | Un jour ou l'autre, on regrette de ne pas avoir mis le prix |
Story | Wa can see a broken watch designed as a luxury one |
Philosophy | First: 'get' the main target which is: females with high incomes and high education level. Then, by making of weakness (the high price) a gain (best quality for this high price). |
Problem | How to solve the high price positioning of the car? |
Media Type |
Magazine
|
Market | France |
Creative Director |
Sylvain Guyomard
|
Associate Creative Director |
Jocelyn Devaux
|
Copywriter |
Olivier Apers
|
Art Director |
Hugues Pinguet
|
Director of Photography (DOP) |
Diego Alborghetti
|