Polo: Drive confident

This case study explains how Volkswagen, a German car manufacturer, boosted the Volkswagen brand on 'innovative' brand metrics and increase sale and market share.

Polo: Drive confident

Campaign details

Brand: PoloAgency: DDB Berlin / DDB Team BlueClient: VolkswagenCountry: Germany

Campaign Background & Summary

Small cars aren't small cars anymore

Models have all grown in size. Premium brands are entering this sub-segment. Competition is fierce. Not only in pricing, but in stuffing the cars with technology that used to be a privilege for much larger cars.

What used to be the funny little city car has evolved into a segment growing in sophistication. As have demands. Safety and reliability have become green fees, differentiation sought after in fighting...

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