Agency: BMP | Author: Matt Willifer |
'Making Metal Interesting'
INTRODUCTION
This paper will demonstrate a number of interesting aspects about the planning contribution, both in terms of strategic approach, and in terms of the practical collection of information.
Most importantly, it shows how a strategy formed from a lateral approach has resulted in a novel and flexible campaign in the normally uninspiring world of car print advertising.
BACKGROUND
Golf is a car of two halves. On the one hand it is lauded for its premiumness: product excellence, precision German engineering, and slightly premium price point. On the other hand people...