|Agency: BMP||Author: James Hillhouse|
The Volkswagen Sharan From Shopping Trolley to Shark
WHAT PLANNING DID
This paper will show that plannings rigorous interrogation of the potential MPV buyer, led them to understand the insecurities that lie at the bottom of MPV purchase, and how a way was found to bolster the attempts these men make to justify this problematic purchase to themselves.
Such was the nature of plannings understanding of the target, creatives were able to break with the ingrained conventions of a sector by talking to a different target consumer, in a different way, in a different environment.
The Sharan was launched in 1995, the same year as its near identical twin, the Ford Galaxy. Whereas the Galaxy quickly dominated the sector with a healthy TV spend, the Sharan has remained at third or fourth in the market with a limited advertising budget.