Automotive - Vehicles

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

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2001 SILVER

Milky Way

In 1999, the Cabrio was falling behind the overall success of the Volkswagen brand. Sales were down 30% through October of 1999. It was a struggling model and the Cabrio was disconnected from the Volkswagen family. With no plans to redesign the car, an emotionally charged campaign about the magical experience of driving a convertible was a viable solution to the image and sales problem. In the end, we dramatically reversed the sales situation, re-established the Cabrio's place in the Volkswagen family and once again demonstrated how Volkswagen is a company that connects to your life.

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

2001 BRONZE

Sufficiently Radical

The 2001 IS 300 "Sufficiently Radical" Launch was the most integrated launch campaign in Lexus' history. The campaign utilized a wide range of communication avenues (television, print, outdoor, interactive, direct marketing, event marketing, projection media) to create awareness of the new IS and effectively position it as a credible contender in the aggressive "Sport Sedan" category of the Near Luxury segment. The launch generated tremendous dealer traffic and has increased sales each month since launch. now selling on pace with Lexus' core volume models (e.g., the ES 300). Originally a niche vehicle, the IS already selling at a volume similar to Lexus core volume vehicles like the ES 300.

Brand: 2001 Model Year Lexus IS 300 Launch
Client: Lexus
Agency: Team One
Language: English

2000 GOLD

The new Jetta Launch

From 1994 to 1998 the Volkswagen Jetta was an aging model with outdated features, and Volkswagen relied heavily on discounted lease pricing to stay competitive . In 1999, Volkswagen completely redesigned the Jetta giving it a sleek new look and an impressive standard features package. We knew this new Jetta would set the standard for design, performance and value in its class, but the $2000 price hike and aggressive volume goal would be significant obstacles. In order to drive unit sales, our challenge was to communicate that the 1999 Jetta was completely redesigned, beautifully styled and a better value than ever.

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