Mathias Stiller
Executive Creative Director at Jung von Matt/365
Hamburg, Germany
TitleName
Agency
Campaign Truly Volkswagen
Advertiser Volkswagen
Brand Volkswagen
PostedJuly 2006
Product Fox
Business Sector Cars
Story SUMMARY

In April 2005, Volkswagen introduced the Fox to the price driven mini-segment despite Volkswagen’s premium image and the Fox being slightly higher priced than the competition. Instead of a generic price or lifestyle positioning, Fox advertising addressed the driver’s wish for fully-fledged cars and portrayed Fox as the only mini car that didn’t require a compromise. This strategy turned out to be a tremendous success: the campaign achieved above average tracking results and the message was regarded as extremely relevant. It reached 36% above the average 39% market segment in terms of recognition. The intended benchmark image was achieved within a short time and Fox became number one in the mini car segment with over 25,000 units sold.
Media Type Print
Creative Director
Creative Director
Art Director
Art Director
Account Manager
Account Manager
Photographer

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