Automotive - Vehicles

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

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1999 GOLD

The New Beetle

The New Beetle is the most wonderful shape in the automotive world, and we knew that people would be drawn to the car and that early sales would reflect this fascination. But we also recognized that the New Beetle had much broader potential. We needed to strategically use the New Beetle, and the American public's emotional connection to its heritage, to build upon the success of Drivers wanted and positively contribute to the entire Volkswagen brand's continued growth. In short, the New Beetle would be used as a Magnet for the Volkswagen Brand.

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

1999 SILVER

Responsiveness

1997 threatened to be the first year BMW would concede its number one position in the important luxury car market. Without any new product launches to speak of, and with the knowledge that Mercedes and Lexus had several, it became evident that BMW would need to reassert itself as "The Ultimate Driving Machine". This case is about a new advertising campaign that allowed BMW to solidify its strategic position as the most responsive car, convinced competitive drivers to consider the brand and maintained the brand's number one position. The key to this success was a thorough understanding of the unique relationship between a BMW and its driver.

Brand: BMW
Client: BMW of North America, Inc.
Agency: Fallon McElligott
Language: English

1999 BRONZE

Super Bowl XXXII- Drive Smart

Volvo Trucks North America sought to reposition it's struggling brand and ignite sales through a groundbreaking television commercial on Super Bowl XXXII. An integrated campaign was executed in conjuction with the media buy to leverage an investment of nearly $2 million over six months. This campaign generated an increase in sales over the first four months of 1998 of 46%, outpacing industry by nearly three times.

Brand: Volvo Trucks
Client: Volvo Cars North America, LLC.
Agency: Carmichael Lynch
Language: English