Kombi: Last wishes
Isabela Albero
Campaign details
Brand owner: VolkswagenLead agency: ALMAP BBDOBrand: KombiCountry: BrazilIndustry Vans, RVsChannels used: Cinema, Content marketing, Earned media, buzz, Internet - general, Magazines - consumer, Newspapers, Online video, Outdoor, out-of-home, Public relations, Social media, Television, Word of mouth, advocacy Media budget: $1 - $3 million
Executive summary
This case study describes how car manufacturer Volkswagen used the closing of the Kombi production line in Brazil to generate sales, earned media and consumer engagement around the world. Our job was to announce its...