Automotive - Vehicles

Cars, trucks, motorcycles, both brand and model advertising.

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2002 GOLD

Gateway

Kia couldnít have picked a worse time to expand its presence in the marketplace. A declining market combined with a weak and little known brand , and a miniscule budget didnít help matters either. These limited resources meant that the advertising was going to have to do many things all at once ñ introduce the brand to a broader audience, build the brand and simultaneously drive traffic. Oh yeah, as you might expect, sales goals were set well beyond anyoneís dreams.

Brand: Kia Motors of America
Client: Kia Motors America
Agency: davidandgoliath
Language: English

2002 GOLD

Night

In spite of launching from a deficit in sales in imagery measures, in a declining segment and with stiff competition, the Nissan Frontier "Night" Campaign has propelled the Frontier from the middle-of-the-road, generic truck market to a prime contender with a distinct personality. Nissan redesigned the Frontier from the ground up for a totally new target - a younger, image-conscious, urban guy that does not normally consider trucks. The launch communications effectively took the truck out of the country and into the city. The difference between pre-launch and post-launch was striking; the Frontier launch campaign which started in August 2000 and ended in April 2001, more than met the objectives.

Brand: Nissan Frontier
Client: Nissan North America
Agency: TBWA\Chiat\Day
Language: English

2002 GOLD

Volkswagen Jetta Sales Sprint - It's So Worth It.

Our "It's so worth it" campaign was designed to generate an immediate increase in sales and "value" perception for the entire Volkswagen brand. We used branded retail messaging to maintain Volkswagen's personality. By speaking to "in-market buyers" via 2nd tier media vehicles, we were able to communicate with members of our target audience who were closest to purchase. Most importantly, we were able to avoid being drawn into the melee of competitive advertising and succeeded in selling a ton of cars with selling out.

Brand: Volkswagen
Client: Volkswagen of America, Inc.
Agency: Arnold Worldwide
Language: English