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Volkswagen
The Force

RAN IN: United States

CLIENT
Volkswagen of America Inc.

Jeff Sayen - Brand Comm. Manager
Brian Thomas - General Manager, Brand Mktg.

AGENCY
Deutsch Los Angeles *Lead Agency

Mark Hunter - CCO
Michael Sheldon - CEO
Chris Carter - VP, Acct. Director
Tom Else - EVP, Group Acct. Director
Michael Kadin - EVP, Group Creative Director
Eric Springer - EVP, Group Creative Director
Douglas Van Praet - EVP, Group Planning Director


MediaCom

David Fasola - Managing Partner


Edelman


SUMMARY

The VW Passat was not on the midsize sedan shoppers list. For 2012 it was redesigned to address what buyers wanted: it was bigger, more stylish and more affordable. Engaging consumers early and getting them interested in the new Passat before it launched was critical to success. So, we enlisted a mini Darth Vader to announce its arrival seven months early on the Super Bowl. The plan worked; people were engaged. The spot became the highest-rated auto video in YouTube history worldwide and exceeded 42MM views before the car launched.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, PR, Events, Consumer Involvement

Audience: New Audience, Men, Women

Objectives: Increase awareness

Type: Business to Consumer

Classification: National

Language: English