Volkswagen Golf: The One

This case study describes the European launch of a new Volkswagen Golf car model which made use of social media in an emotional campaign.

Volkswagen Golf: The One

Carsten Schneider and Sabine Moll

Campaign Details

Brand owner: Volkswagen AGAgencies: DDB Team Blue/DDB Tribal Berlin/DDB Tribal Hamburg/Tribal DDB UKBrand: GolfCountries: Europe

Executive summary

During the eurozone crisis and dropping car sales the launch of Golf VII was in a bad starting position. Due to an extremely aggressive launch by Mercedes, the year of the Golf was in danger of becoming the year of the A-Class. And, in its seventh market-dominating incarnation, Golf verged on becoming boringly good to younger people. It ticked all the boxes but didn't excite....

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