| Titre | Bobby Car |
| Agence | DDB Berlin |
| Campagne | For boys who were always men - Volkswagen |
| Annonceur | Volkswagen |
| Marque | Volkswagen |
| Mise en ligne | Avril 2005 |
| Produit | Golf GTI |
| Secteur d'activité | Voitures |
| Slogan | For boys who were always men |
| Synopsis | SUMMARY In 2004 Volkswagen launched a new Golf GTI whose original predecessor had been a cult car 20 years ago, but which had increasingly lost its desirability. To revive the GTI cult, communication focused on the attitude of the original drivers and transferred it to the present. The campaign was successful in all aspects, clearly achieving the intended positioning and creating desire within the target audience. This re-vitalisation of the cult image had substantial effects: The Golf GTI conquered the No. 1 position in the segment of sporty hatchbacks within only a few months. |
| Type de média | Presse & publications |
| Marché | Allemagne |
| Directeur de création | Amir Kassaei |
| Directeur de création | Wolfang Schneider |
| Directeur de création | Mathias Stiller |
| Concepteur / rédacteur | Ulrich Luetzenkirchen |
| Concepteur / rédacteur | Ilja Schmuschkowitsch |
| Directeur artistique | Sandra Schilling |
| Photographe | F.A. Cesar |
| Chef de groupe | Michael Lamm |
| Chef de groupe | Cathleen Losch |
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