Volkswagen: Dodging the 'features and benefits' trap
DDB Sydney
Advertiser: Volkswagen GroupBrand: VolkswagenCountry: Australia
Objectives
Our OBJECTIVES were twofold
- 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
- Reshape Volkswagen brand perception from niche to mainstream and relevant to more Australians.
Broadening Volkswagen's appeal to a wider demographic.
You can't rely on model level activity to...