Agency: Tribal DDB/DDB London | Authors: Abe Dew, Tristram Harrison, Les Binet and Sarah Carter |
Volkswagen – New Golf GTI MK5: a launch without a car
INTRODUCTION
The Challenge?
Imagine the following scenario: That you intend to sell a new car, but no cars will be available for six months. That in this six-month pre-release1 period your budget is less than 10% of the total budget, but you're aiming to sell 50% of annual volume. And finally, that your main media channels are ones that usually supportthe main launch channels because they're not seen as...