| Title | White Room |
| Agency | DDB Berlin |
| Campaign | Truly Volkswagen |
| Advertiser | Volkswagen |
| Brand | Volkswagen |
| Posted | July 2006 |
| Product | Fox |
| Business Sector | Cars |
| Story | SUMMARY In April 2005, Volkswagen introduced the Fox to the price driven mini-segment despite Volkswagens premium image and the Fox being slightly higher priced than the competition. Instead of a generic price or lifestyle positioning, Fox advertising addressed the drivers wish for fully-fledged cars and portrayed Fox as the only mini car that didnt 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 | Television |
| Length | |
| Creative Director | Wolfgang Schneider |
| Creative Director | Mathias Stiller |
| Art Director | Sandra Schilling |
| Art Director | Michael Janke |
| Account Manager | Michael Lamm |
| Account Manager | Esther Wiedemann |
| Director | Ralf Schmerberg |
More Work
SEE ALLLeaves
- BRAND:
- MINI
- AGENCY:
- Plantage Berlin
Rain
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- MINI
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- Plantage Berlin
Ice
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- Plantage Berlin
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- BRAND:
- Volkswagen
- AGENCY:
- DDB Berlin
Name
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- Volkswagen
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Graduating
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- Volkswagen
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- DDB Berlin
Driving-School
- BRAND:
- Volkswagen
- AGENCY:
- DDB Berlin
Beetle
- BRAND:
- Volkswagen
- AGENCY:
- DDB Berlin
Elbow Teaser/Follow-Up
- BRAND:
- Volkswagen
- AGENCY:
- DDB Berlin