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Volkswagen
The Art Heist

RAN IN: Canada

CLIENT
Volkswagen Canada

Charlie Lewis - Head, Mktg.
Lynne Piette - Brand Manager

AGENCY
Red Urban Canada *Lead Agency

Christina Yu - Executive Creative Director
Dave Barber - Writer
Andrea Hull - Agency Producer
Caroline Kilgour - Acct. Director
Lance Kowlessar - Acct. Coord.
Joel Pylypiw - Art Director
Sonia Ruckemann - Acct. Supervisor


Untitled Films

Hubert Davis - Director


SUMMARY

The Jetta GLI is a car for performance driving enthusiasts. However, successful positioning of the Jetta as an affordable car had eroded the GLIs performance pedigree amongst enthusiasts. The Driving can be beautiful campaign needed to re-engage enthusiasts and translate that engagement into sales, but also halo the affordable Jetta family. The campaign earned over 1,000,000 Facebook impressions, nearly 2,000,000 Twitter impressions, lead to the theft of 487 hand-numbered light paintings, and produced the most successful Jetta GLI launch in Canadian history, with a record 240% increase in sales.

CASE STUDY

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CASE VIDEO


Hero Medium: OOH

Medium Featured On Video: TV, Social Networking Sites/Applications, OOH, Guerrilla, Consumer Involvement

Audience: New Audience

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: National

Language: English