Brand Name: Polo Client Name: VolkswagenAgency Name: DDB International Category for this Entry: Automotive (Gold)
Summary
Communication responded to moderate market success by re-positioning the small car Polo. Contrary to the norm in the category, advertising did not position Polo as part of a modern and youthful lifestyle but communicated its superior product qualities in a fun and entertaining way. Polo's image clearly reflected the campaign's messages and the success was...
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