CLIENT
Volkswagen of America, Inc.
Todd Riley, eBusiness Content & Mktg. Leader
Susan Kryhoski, Mktg. Specialist
Frank Maguire, VP - Sales & Mktg.
Karen Marderosian, Dir. of Mktg. & Advertising
Stuart Karp, Brand Advertising Leader
John Gasloli, Mktg. Strategist
AGENCY
Alan Pafenbach, Managing Partner/Group Creative Dir.
Dave Weist, VP - Creative Dir.
Don Lane, SVP - Group Account Dir.
Jamie Tedford, VP - Group Account Dir.
Nicole Harvey, Management Supervisor
Rebecca MacQuarrie, Account Exec.
SUMMARY
In an incentive-laden environment, the 5-year-old New Beetle Hard-Top was in trouble. As the New Beetle is the magnet for attracting people to the Volkswagen family, we didn't want to enter the incentive game and turn the most unique car on the road into a commodity. At the same time, we had aggressive sales goals to meet and wanted to maintain profitability while attaining these goals. To answer this challenge, we found a way to add value to the New Beetle by including an iPod and custom car-connectivity kit with the purchase of every New Beetle sold in July and August. By partnering with Apple, a brand as buzz-worthy as the New Beetle is distinctive, we revitalized our aging product, blew away our sales target, and did it all at a fraction of the incentive dollars that our competition pumped into their cars for the same time period.
