We convinced Germany’s largest and most important newspaper, the Bild, to break its internal principle of never publishing on a national holiday. For the first time ever, the Bild published a special edition on October 3. The newspaper, celebrating Germans and Germany, was wholly sponsored by Volkswagen. A prominent front page ad clearly established VW as part of the special issue. Ten ads – the only advertisement in the special edition -- highlighted VW’s impact on Germany’s development since its foundation, and revealed VW’s next big step for the common future – the Golf VI. The newspaper special edition was supported by a VW event in Germany’s capital, Berlin. We used every available OOH advertising panel in Berlin to present the new Golf and drive traffic to “Golf City”, where 400 Golfs waited for immediate test drives.

The Golf campaign consolidated the core symbols of recent German history – Reunification, Berlin, Bild Zeitung, and the Golf – into a seamless, unexpected campaign. More than 2.5 million copies of the Bild at October 3rd anniversary edition were sold out on that day. Within our target group nearly 6.5 million contacts were generated. In Berlin, Volkswagen was talk of town and a regional limited campaign became a national event.