Volkswagen Golf: 30 years in the making - IPA Effectiveness Awards Case Study 2006

Brief Description: Thirty years ago, a small car called Golf was born. This paper is its life story; about how communications helped create, nourish and nurture the genuinely loved and financially valuable brand Golf is today. The story includes some of the UK's most famous ads - from 'Casino' and 'Changes' in the 1980s, to 'Singing in the Rain' in 2005 - but this is not just about them. It's about how Golf communications have become increasingly sophisticated, based on new thinking about the car buying process, and about the role of communications within it. Golf is now not just a much loved and enduring icon, it has also become the third biggest selling car in UK history ;---(TAGS)--- Full Title: 30 years in the making ; Number: 2006/19 ; Brand Name: Volkswagen Golf ; Volkswagen ; Client: Volkswagen ; IPA_ProductCoding: Automotive (Motor cars) ; Agency: DDB London ; Mediacom ; Author: Daniel Hauck, Tristram Harrison, Luke Bozeat, Les Binet, Sarah Carter ;