Volkswagen Canada: Where's Sportswagon?
Executive summary
Product Description:
We launched the All-New 2015 Volkswagen Golf Sportwagon into the highly competitive compact vehicle segment. Wagons deliver the utility customers want, but they lack the broader appeal of an SUV. How could we lead a potential customer to purchase within this underappreciated wagon segment?
Objective of the Campaign:
This campaign was designed to shatter perceptions of what a wagon from Volkswagen could be - and of course, to create a demand and sell Golf Sportwagon vehicles out of the gate. Our core targets were current and lapsed Volkswagen and competitor wagon owners...