2010 SILVER

AUTOMOTIVE, VEHICLES

ROUTAN BOOM

VOLKSWAGEN, VOLKSWAGEN OF AMERICA

Tim Ellis, VP of Marketing
Brian Thomas, General Manager, Marketing Platform

CRISPIN PORTER + BOGUSKY

Steve Erich, Partner, Group Account Director
Scot Beck, Group Account Director
Edward Christopher, VP Account Director
Wojtek Szumowski, VP Group Director, Cultural & Business Insights
Jamie Webb, Senior Cog
Kam Rope, Management Supervisor
Chad Wilson, Management Supervisor
Kelly Pratl, Content Supervisor

How do you launch a minivan into a declining segment where the products have become commoditized? While the cultural currency of parenting is high, the most visible signaler of family - the minivan - had none. We used German engineering to give parents license to rethink a minivan. Before the Routan, minivans were the price for having families. We turned the concept on its head and made the Routan so desirable that people would have families just to get it. German-engineering made parents desire our minivan and pay a premium for it.