| Titre | Grow Smaller |
| Agence | DDB Berlin |
| Campagne | Truly Volkswagen |
| Annonceur | Volkswagen |
| Marque | Volkswagen |
| Mise en ligne | Juillet 2006 |
| Produit | Fox |
| Secteur d'activité | Voitures |
| Synopsis | SUMMARY In April 2005, Volkswagen introduced the Fox to the price driven mini-segment despite Volkswagens premium image and the Fox being slightly higher priced than the competition. Instead of a generic price or lifestyle positioning, Fox advertising addressed the drivers wish for fully-fledged cars and portrayed Fox as the only mini car that didnt require a compromise. This strategy turned out to be a tremendous success: the campaign achieved above average tracking results and the message was regarded as extremely relevant. It reached 36% above the average 39% market segment in terms of recognition. The intended benchmark image was achieved within a short time and Fox became number one in the mini car segment with over 25,000 units sold. |
| Type de média | Presse & publications |
| Directeur de création | Wolfgang Schneider |
| Directeur de création | Mathias Stiller |
| Directeur artistique | Sandra Schilling |
| Directeur artistique | Michael Janke |
| Responsable de budget agence | Michael Lamm |
| Responsable de budget agence | Esther Wiedemann |
| Photographe | Christian Stoll |
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VOIR TOUSW 12
- MARQUE:
- Volkswagen
- AGENCE:
- DDB Berlin
Name
- MARQUE:
- Volkswagen
- AGENCE:
- DDB Berlin
Graduating
- MARQUE:
- Volkswagen
- AGENCE:
- DDB Berlin
Driving-School
- MARQUE:
- Volkswagen
- AGENCE:
- DDB Berlin
Beetle
- MARQUE:
- Volkswagen
- AGENCE:
- DDB Berlin
Elbow Teaser/Follow-Up
- MARQUE:
- Volkswagen
- AGENCE:
- DDB Berlin
Drawing (Teaser/Follow-Up)
- MARQUE:
- Volkswagen
- AGENCE:
- DDB Berlin
White Room
- MARQUE:
- Volkswagen
- AGENCE:
- DDB Berlin
Black Cat
- MARQUE:
- Volkswagen
- AGENCE:
- DDB Berlin