Wolfgang Schneider
Chief Creative Officer at BBDO Germany
Berlin, Deutschland
TitelDriving-School
Agentur
Kampagne Truly Volkswagen
Werbende Volkswagen
Marke Volkswagen
PostedJuli 2006
Produkt Fox
Geschäftsbereich Autos
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.
Medientyp Presse & Publikationen
Creative Director
Creative Director
Art Director
Art Director
Kundenbetreuer
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