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"3L Lupo TDI / Tomorrow starts today" For Volkswagen
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Context

Volkswagen is a leader in low-consumption vehicles in Europe. While the legislation is becoming more stringent, the company launched the Lupo 3L TDI with still unrivalled low CO2 emissions (81g/km).

Philosophy/Solution

To promote an eco-product focusing on the overall value, innovation, safety and quality. The environmental concept is integrated and the series of advertisements for the car’s launch highlighted the innovative aspects of the Lupo 3L.

Results

Despite a positive and extensive press coverage supported by strong recommendations from environmental groups, the pricing was a real barrier for consumers and led to a commercial failure. But it certainly contributed to extend purchases of advanced diesels in Europe

Title"3L Lupo TDI / Tomorrow starts today"
Original Title"3L Lupo TDI / Ab heute ist morgen"
AgencyDDB
CityDüsseldorf
AdvertiserVolkswagen
Sustainability Themes Energy, Transport
Date of First Publication 30/07/1999
Country of ProductionGermany
LanguageGerman
TypePrint
TaglineTomorrow starts today
Original TaglineAb heute ist morgen
   
Account Executive: Sascha Mehn ,  Rainer  Burkhardt
Art Director: Thorsten Altmann
Photographer: Reinaldo Coser ,  Christopher Thomas