Cannes Lions

VW JETTA A5

ARNOLD WORLDWIDE, Boston / VOLKSWAGEN / 2005

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Overview

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Credits

Overview

Description

The new Jetta A5 is all grown up. Sort of. Just like the couple in this commercial.

Outcome

The results have been great so far. Just in the first month of the launch, the website had 527,587 visits, as compared to 189,918 in March 2004. What's more, there were over 12,300 opt-ins for email updates. Volkswagen has also received a lot of great press. The Los Angeles Times, The Chicago Sun-Times and Businessweek, to name a few, have all covered this story and written about its fresh approach. And as for sales, they have been brisk, resulting in 2,402 units for the month of March. Impressive for a two week period.

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