Volkswagen: Dodging the 'features and benefits' trap

Despite the highest brand loyalty in its category, only 7.5% of Australians would consider Volkswagen as a new purchase.

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...

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