Mathias Stiller
Executive Creative Director at Jung von Matt/365
Hamburg, Germany
TitleDrawing (Teaser/Follow-Up)
Agency
Campaign For boys who were always men - Volkswagen
Advertiser Volkswagen
Brand Volkswagen
PostedJuly 2006
Product Golf GTI
Business Sector Cars
Story 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.
Media Type Print
Creative Director
Creative Director
Creative Director
Art Director
Photographer
Account Supervisor
Account Supervisor

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