Volkswagen: Dodging the 'features and benefits' trap
Entry Number: 211
Agency: DDB
Advertiser: Volkswagen
Author: Nick Andrews
Total Campaign Expenditure:$20 – 40 million
Strategic communications challenge
2011 was going to be a busy time for Volkswagen in Australia. International production cycles had conspired to schedule 7 launches into one year. 4 major new models were being introduced for the new Passat, Touareg, Jetta & Tiguan, and 3 smaller launches for the Eos, Golf Blue Motion and Golf Cabriolet. The business saw this as a great opportunity to grow beyond our 'niche-euro' status which had seen...