Wolfgang Schneider
Chief Creative Officer at BBDO Germany
Berlin, Alemania
TítuloElbow
Agencia
Campaña For boys who were always men - Volkswagen
Anunciante Volkswagen
Marca Volkswagen
PostedDiciembre 2004
Producto Golf GTI
Sector Empresarial Automóviles
Lema For boys who were always men
Sinopsis 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.
Medio Prensa y publicaciones
Mercado Alemania
Director creativo
Director creativo
Responsable de conceptos / redactor
Director artístico
Fotógrafo
Fotógrafo
Responsable de conceptos / redactor
Director creativo
Jefe de cuentas
Jefe de cuentas
Fotógrafo

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