Why is this work relevant for Strategy & Effectiveness?
We created a car launch campaign for VW Lamando, with a bold and surprising, differentiated positioning from the rest of the A-class competitors. We also used the Lamando launch as an opportunity to revitalize the aging VW brand, in a way that is relatable to a younger generation, with potential for lots of great creative executions and asset extensions across traditional and social media. That launch also broke traditional perceptions of what a car launch could be with great sales conversion results to boot.
In the age of Covid, the...