Jetta Launch

Where to begin? As 2004 was coming to a close, Volkswagen of America was, to put it mildly, struggling. Sales were down drastically, with employee and dealer morale not far behind. Hopes for a dramatic rebound and upswing rested on the launch of its redesigned Jetta.

Start from the inside and work your way out. We launched the Jetta internally, letting VWoA employees
be the first to see the new model—before the press, before the dealers and before the world. It’s the first time ever VW’s done something like that. And, well, wow did that engage VW’s employees and make
our client the hero.

We then brought in some of the most loyal and prolific VW owners you’ll find anywhere to share their stories, their passion and their reality (which included problems that VW staff solved) to help re-connect employees with the strength of the VW owner passion and to celebrate the emotional connection so many have with the brand. To cap it all off, we then took the new Jetta on a nationwide road show,
energizing dealers and drivers alike.

Well, on top of the more than 2,900 test drives and the hundreds of Jettas that were pre-sold,
the VW brand itself experienced quite a rebound in the American market.
We like to think the Jetta road show had a little bit to do with that.

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