Volkswagen Golf: The One
Agency: DDB Team Blue
Since 1974, more than 29 million people bought a Golf car – making it the best sold car, ever. But Golf was in danger of losing consumers, especially younger ones, to other models and other brands. They think it is "boringly good". It ticks all the boxes but doesn't excite them. There's a gap between Golf being the rational choice (leader in every benchmark) and the emotional choice (most desirable and anticipated).
Making a market icon a consumer icon
We were challenged to highlight the emotional importance of the Golf – making it not only the one right choice, but the best one for everybody. We need young and old feel ownership of the brand and excited by what it can offer to them – also in contrary to the new Mercedes-Benz A-class. Even if times are bad, the Golf is the one car they can rely on for an optimist look into the future.