IPA Effectiveness Awards 2006: Gold Award - Best Dedication to Effectiveness

Volkswagen Golf
Campaign title: Volkswagen Golf: 30 years in the making
Client: Volkswagen UK
Agencies DDB London; MediaCom
Authors: Daniel Hauck, DDB London; Tristram Harrison, DDB Matrix and
Luke Bozeat, MediaCom
Contributing Authors: Les Binet, DDB Matrix; Sarah Carter, DDB London
Media used: TV, print, outdoor, Interactive, PR, DM, radio, cinema,
press

IN A NUTSHELL: Communications helped create, nourish and nurture an icon over 30 years and added £335.4 million in profit to Volkswagen.

SUMMARY: Thirty years ago, a small car called Golf was born. This paper is its life story; about how communications helped create, nourish and nurture the genuinely loved and financially valuable brand Golf is today. The story includes some of the UK's most famous ads - from "casino" and "changes" in the 80s, to "Singing in the Rain" in 2005 - but this is not just about them. It's about how Golf communications have become increasingly sophisticated, based on new thinking about the car buying process, and about the role of communications within it. Golf is now not just a much-loved and enduring icon, it has also become the third biggest-selling car in UK history.

JUDGE'S COMMENT: This paper is a brilliant example of longevity in marketing. For the brands that chop and change their marketing strategies and executions, there is much to learn from this iconic and much-loved brand that has been lifted from a piece of metal on wheels to a brand of almost legendary status. All this achieved through a decent bit of marketing.

- Marc Sands, marketing director, The Guardian.

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