Volkswagen Group Italia - Born with Experience
Agency name: DDB srl Client name: Volkswagen Group Italy Category: Product Launch/Relaunch/ Trial campaigns
BACKGROUND
The brief required communicating the launch of Golf VI, emphasizing its emotional and technological heritage: a heritage that is never nostalgic but always modern and alive in peoples' minds.
OBJECTIVES
Make Golf VI, as every Golf before, the reference point for its segment.
Engage current and former Golf owners in the storytelling, then involve all those who have ever been on a Golf.
Make list building and drive store traffic to the dealers....