Volkswagen Fox – Truly Volkswagen
Brand Name: Volkswagen Fox – Truly VolkswagenAdvertiser: VolkswagenAgency: DDB BerlinPrize: SilverCategory: Automotive
SUMMARY
In April 2005, Volkswagen introduced the Fox to the price driven mini-segment, despite Volkswagen's premium image and the Fox being slightly higher priced than the competition. Instead of a generic price or lifestyle positioning, Fox advertising addressed the driver's wish for fully-fledged cars and portrayed Fox as the only mini car that didn't require a compromise. This strategy turned out to be a tremendous success; the campaign achieved above average tracking results and...