Volkswagen: Magic by DDB Berlin, DDB Hamburg for Volkswagen

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Volkswagen: Magic

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Industry Cars
Media Film
Market Germany
Agency DDB Berlin
Agency DDB Hamburg
Released February 2010

Awards

Effie Awards 2011
The Winners Automotive Bronze

Credits & Description

The Multi Purpose Vehicle category may be considered as dull by many, but it is fiercely competitive. In 2010, in the midst of the car industry crisis which saw overall sales decrease by 5.5%, Volkswagen decided to relaunch the once hugely popular Sharan, targeting the campaign at families and focusing on the word “Magic”.
The aim? To become forerunner of the B-MPV segment in Germany and to win a top 3 position in Europe. Targeting fathers of families with teenage kids, the “Magic” campaign was launched with an innovative concept for the automotive industry; a web platform was the backbone of the campaign.
With the use of internet, TV and press, Sharan quickly became market leader in Germany and fulfilled the aim of becoming number 3 in Europe. Volkswagen also saw the highest market increase in the segment, rising from 4% in June 2010 to 55% in February 2011.
Title "Magic (45 sec)"
Agency DDB International
City Berlin
Agency DDB Tribal Germany Berlin, Berlin
Agency DDB Tribal Hamburg, Hamburg
Advertiser Volkswagen
Brand Name Volkswagen
Product Name Sharan
Category Automotive
Country of Production Germany
Type Television
Length 47 seconds