Volkswagen Group UK : Golf 6 pre launch/launch

Proximity London

ENTRY INFORMATION

Category: Automotive
Country where program ran: UK
Date 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 crowd and retain its perception of market leader while attracting a more youthful audience. The strategy therefore focused on the Golf's legendary status – underpinned by the strapline: “Sometimes the only one you have to beat is yourself”.