Effies
Australia
Dodging the ‘features and benefits’ trap
Agency
DDB Sydney
Client
Volkswagen Group Australia
Awards
Bronze
Other Consumer Goods
Case Study
Summary
Understanding your business problem is incredibly organising. For Volkswagen 92.5% of people weren’t considering us, and the category’s normal mode of launching cars was having no consequential effect on people’s affinity to their brand. We changed tack to address this problem and focused on telling our brand story through everything we did in 2011 and it worked. Brand consideration rose to nearly 10% and as a result we climbed the sales charts and achieved an incredible 13% growth without discounting in a saturated and declining category.
Case study
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Credits
| Author/Planning Partner | Nick Andrews | ||||||||
| Creative Director | Steve Wakelham | ||||||||
| Creative Director | Nick Pringle | ||||||||
| Managing Partner | Nic Taylor | ||||||||
| Account Director | David Murphy | ||||||||
| Account Director | Josette Addinall | ||||||||
| Account Director | Patrice Bourgoiun | ||||||||
| Project Manager | Ben Elvy | ||||||||
| General Manager | Jutta Friese | Volkswagen | |||||||
| Marketing Manager | Peter Stewart | Volkswagen | |||||||
| Advertising Manager | Loren Elsegood | Volkswagen | |||||||
| Insights Manager | Carolina Medeiros | Volkswagen |
Category Sponsors
Other Consumer Goods
