Volkswagen Golf: The One
Carsten Schneider and Sabine Moll
Campaign Details
Brand owner: Volkswagen AGAgencies: DDB Team Blue/DDB Tribal Berlin/DDB Tribal Hamburg/Tribal DDB UKBrand: GolfCountries: Europe
Executive summary
During the eurozone crisis and dropping car sales the launch of Golf VII was in a bad starting position. Due to an extremely aggressive launch by Mercedes, the year of the Golf was in danger of becoming the year of the A-Class. And, in its seventh market-dominating incarnation, Golf verged on becoming boringly good to younger people. It ticked all the boxes but didn't excite....