Volkswagen Jetta GLI: The Art Heist - Engaging enthusiasts to halo a core model and drive sales

Volkswagen, the automaker, launched an updated version of its Jetta GLI compact sedan model in Canada with this campaign, which aimed to create a "halo" effect around the entire Jetta line by building brand engagement.

Volkswagen Jetta GLI: The Art Heist - Engaging enthusiasts to halo a core model and drive sales

Red Urban Toronto

Advertiser: Volkswagen GroupBrand: Volkswagen Jetta GLICountry: Canada

Objectives

SCOPE OF ENTRY

While Volkswagen AG manufactures and sells a large range of light vehicles across the globe, this paper focuses on the launch of one niche vehicle within its line-up, the 2012 Jetta GLI, within one of Volkswagen's smaller markets, Canada1. Specifically, we will focus on how a niche car was launched with little budget to significant effect.

Global Challenge

Volkswagen aims to be...

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