Automotive - Vehicles

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

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2001 GRAND

Nissan Xterra Launch Campaign

Instead of being all things to all people, the Nissan Xterra campaign decided to be everything to just a few--and it worked! Not only is the Xterra launch one of Nissan's great successes in the past decade, attracting an all-new buyer who paid top dollar, but it shook up the entire SUV category. Xterra, the underdog, redefined SUV advertising and the big guys were left chasing after its lead.

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

2001 SILVER

2000 Passat Lease/Retail Campaign

In 1997, Volkswagen's flagship model, the Passat, was redesigned to truly represent the best Volkswagen engineers had to offer. It was the best performing, most elegantly designed vehicle in the fleet. Over the next three years, as Passat sales goals continued to rise, the car underwent very little change and, entering 2000, faced a potential sales slide. A special lease program was instated in March 2000 to help bolster sales. Our challenge was to support this lease program in a way that didn't discount or devalue Passat's flagship position by mentioning price. To overcome this challenge we relied on our understanding of our consumers and the strength of the Volkswagen "Drivers wanted" brand positioning. Our creative talked to our consumers in an open, honest, invitational way and never mentioned a lease rate. The best part was, it worked.

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

2001 SILVER

Volkswagen Owners Really Love Their Cars

Entering 2000, Volkswagen was coming off three years of new product introductions. Volkswagen was back, but our key challenge was to keep growing without any additional product improvements. (Yikes.) Our strategy was to finally put to rest any lingering perceptions of poor product quality by communicating that our completely redesigned product line was better than ever. So, we capitalized on the results of a JD Power study that confirmed Volkswagen as the "most appealing" cars on the road. By humorously depicting our target audience's unique relationship with their cars, we created a campaign that helped us blow away all of our sales and marketing objectives. And we had a little fun along the way.

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