| 标题 | White Room |
| 广告公司 | DDB Berlin |
| 广告战役 | Truly Volkswagen |
| 广告主 | Volkswagen |
| 品牌 | Volkswagen |
| Posted | 7月 2006 |
| 产品 | Fox |
| 行业领域 | 轿车 |
| 剧情简介 | 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. |
| 媒体类别 | 电视 |
| 长度 | |
| 创意总监 | Wolfgang Schneider |
| 创意总监 | Mathias Stiller |
| 美术指导 | Sandra Schilling |
| 美术指导 | Michael Janke |
| 客户经理 | Michael Lamm |
| 客户经理 | Esther Wiedemann |
| 导演 | Ralf Schmerberg |
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