Volkswagen Golf GTI - For Boys Who Were Always Men

In 2004 Volkswagen launched a new Golf GTI, whose original predecessor had been a cult car 20 years ago, but which had increasingly lost its desirability.

Volkswagen Golf GTI – For Boys Who Were Always Men

Brand Name: Volkswagen Golf GTI - For Boys Who Were Always MenAdvertiser: VolkswagenAgency: DDB BerlinPrize: GoldCategory: Automotive

SUMMARY

In 2004 Volkswagen launched a new Golf GTI, whose original predecessor had been a cult car 20 years ago, but which had increasingly lost its desirability. To revive the GTI cult, communication focused on the attitude of the original drivers and transferred it to the present. The campaign was successful in all aspects, clearly achieving the intended positioning and creating desire within the...

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