Volkswagen Group Italia - Born with Experience

Volkswagen wanted to promote its Golf VI car in the Italian market by emphasising the emotional and technological heritage of its brand but not in a nostalgic way; it wanted to still be seen as a modern, alive brand.

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....

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