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Volkswagen
Volswagen New Beetle - Round For A Reason.

RAN IN: United States

CLIENT
Volkswagen of America, Inc.

AGENCY
Arnold Worldwide *Lead Agency


SUMMARY

Four years after the Beetle's incredible launch, sales began to slip. Our consumer insight led us to the fact that the New Beetle was not perceived as a good value, a critical flaw in a down economy. We were losing a sales to "fence-sitters" who thought the car was too small and not safe. So we developed a fully integrated campaign, Round for a Reason, which educated consumers about the value of the car and had shown overwhelmingly positive results to date.


Language: English