Volkswagen Das Auto Brand Launch
Leveraged the new Volkwsagen global brand platform Das Auto to start laying the foundation for volume growth in the US. Volkswagen had been co-opted by various niche groups over the years which created the wrong perception of the brand as well as barriers to growth.
Max, a 1964 Beetle, was created to tell the real Volkswagen story of German engineering and innovation priced for the people. In the launch campaign Max talks to notable figures from pop culture about what the people want.
We extended this campaign into individual model launches including 5 in one year. This integrated campaign increased brand consideration by 23% and loyalty by 28%, resulting in market share growth of 25%.
