Volkswagen Cabrio

Cabrio

With a 30% decline in sales in 1999, and no redesign to tout, Cabrio was struggling. The objectives of this campaign in 2000, were to reverse Cabrio's negative sales trend and to re-establish it as an important part of the Volkswagen family. By focusing on the thrill of driving with the top down and showing the world from the driver's viewpoint, this campaign captured the joy of owning a convertible.

Results were outstanding. Sales increased 86%; purchase intentions were up 116%; and unaided awareness grew 27%.