Volkswagen Golf: The One

This case study describes how Volkswagen, the car manufacturer, sought to change the perception of its Golf car model across Europe.

Volkswagen Golf: The One

Client: VolkswagenBrand: GolfAgency: DDB Team BlueCategory: AutomotiveCountry: Germany

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).

The challenge

Making a market icon a...

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