Volkswagen Group UK : Golf 6 pre launch/launch
Proximity London
ENTRY INFORMATION
Category: AutomotiveCountry where program ran: UKDate program started/ended: November 2008
Product Description: The new Golf 6 – the new benchmark.
Advertiser/Client Name: Volkswagen Group UK Media Channels: DirectMail
STRATEGY
Marketplace Challenge:
Launching VW's largest selling model – post Christmas, in a declining economic climate and a highly competitive ‘A’ sector car market. Golf is Volkswagen's highest volume model and historically a pillar of the ‘A‘ sector. However with the increase in competition, VW needed to stand apart from the...