| Başlık | Name |
| Haftanın | DDB Berlin |
| Kampanya | Truly Volkswagen |
| Reklamcı | Volkswagen |
| Marka | Volkswagen |
| Posted | Haziran 2006 |
| Ürün | Fox |
| Sektör | Cars |
| hikaye | 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. |
| Medya Türü | |
| Yaratıcı Yönetmen | Wolfgang Schneider |
| Yaratıcı Yönetmen | Mathias Stiller |
| Sanat Yönetmeni | Sandra Schilling |
| Sanat Yönetmeni | Michael Janke |
| Müşteri Temsilcisi | Michael Lamm |
| Müşteri Temsilcisi | Esther Wiedemann |
| Fotoğrafçı | Christian Stoll |
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