Volkswagen: Dodging the 'features and benefits' trap

Volkswagen (VW), the automaker, had high awareness but low consideration in Australia, so it needed to make its vehicles more relevant by changing perceptions of the brand from "euro-niche" to mainstream.

Volkswagen: Dodging the 'features and benefits' trap

DDB Sydney

Advertiser: Volkswagen GroupBrand: VolkswagenCountry: Australia

Objectives

Our OBJECTIVES were twofold

  1. Shift Volkswagen brand consideration from 7.5% to 9% before the end of 2011.

This would put Volkswagen in line with the brands we regard as our nearest rivals – Subaru and Honda. (NB Mazda is also a key competitor but catching them is a long term challenge).1

  1. Reshape Volkswagen brand perception from niche to mainstream and relevant to more Australians.

Broadening Volkswagen's appeal to a wider demographic.

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