Title | Grow Smaller |
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 | |
Creative Director | Wolfgang Schneider |
Creative Director | Mathias Stiller |
Art Director | Sandra Schilling |
Art Director | Michael Janke |
Account Manager | Michael Lamm |
Account Manager | Esther Wiedemann |
Photographer | Christian Stoll |