Volkswagen Phaeton - Don’t Tell Me Anything, Let Me Find Out Everything

Tom Goodwin

Launch campaign for Volkswagen Phaeton. Volkswagen is not easily associated with the luxury car market, but research found a group of discerning buyers who were 'discontented with the complacent symbolism of Mercedes/BMW'.
Agency: Tribal DDBAuthor: Tom Goodwin

Volkswagen Phaeton – Don't Tell Me Anything, Let Me Find Out Everything

THE PHAETON: LAUNCH OF A NEW CAR

When you tell anyone that Volkswagen are launching a luxury saloon their response is predictable. Time after time people told us that they just would not pay £70,000 for a Volkswagen. In fact no one could understand why Volkswagen had not badged it Bentley. 1

The problem was compounded by the strength of the two key competitors BMW and Mercedes. They had a thirty years head start to build what seemed an...

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