Volkswagen of America, Inc.

Standard Features

To help overcome sticker shock and sell more Jettas, Golfs and Cabrios, this campaign focused on increasing purchase consideration, favorable opinion and ad recall. The message was that the more expensive new car was a better value because of the impressive collection of standard features. Advertising contributed to a sales increase of 35%.

Arnold Communications,
Boston
Chief Creative Officer:    Ron Lawner
Creative Directors:        Alan Pafenbach, Lance Jensen
Art Director:                 Paul Renner
Copywriter:                  Carl Loeb
Photographer:              Melodie McDaniel