Volkswagen UK: Top Gear Scirocco
DDB UK
SUMMARY
Much of Volkswagen’s success to-date has been based on selling understated, reliable cars to the sort of people who like understated, reliable things. So far so good. However, there are plenty of people for whom understated and reliable are simply synonyms for dull and boring. These people typically cite ‘Styling’ and ‘Performance’ as the key drivers to purchase1. It's unfortunate then, that they should also cite ‘Styling’ and ‘Performance’ as the key reasons for rejecting Volkswagen.
We needed to give these people a reason to think differently about Volkswagen; give...