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Sharan 1

Sharan 1 | Volkswagen | DDB
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basics
Industry: Automotive & Services
Media:Print
Market:Germany
Style: Minimalism
descriptioncnen
The Multi Purpose Vehicle category may be considered as dull by many, but it is fiercely competitive. In 2010, in the midst of the car industry crisis which saw overall sales decrease by 5.5%, Volkswagen decided to relaunch the once hugely popular Sharan, targeting the campaign at families and focusing on the word “Magic”.

The aim? To become forerunner of the B-MPV segment in Germany and to win a top 3 position in Europe. Targeting fathers of families with teenage kids, the “Magic” campaign was launched with an innovative concept for the automotive industry; a web platform was the backbone of the campaign.

With the use of internet, TV and press, Sharan quickly became market leader in Germany and fulfilled the aim of becoming number 3 in Europe. Volkswagen also saw the highest market increase in the segment, rising from 4% in June 2010 to 55% in February 2011.
credit
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Agency:
awards
EACA Euro Effies 2011
Bronze
Automotive
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