Volkswagen competes in a crowded global marketplace, and Singapore is but a microcosm of the jungle out there. The brand is in the hands of a stable client and agency team – which is, in itself, both a challenge and an opportunity: How do you reinvent yourself, and keep your brand fresh?
Tribal DDB persuaded the Client to convene a brand planning workshop, and introduced the team to Challenger thinking and behaviour. A series of interactive exercises were designed to unearth unconventional ideas and make Volkswagen a magnetic brand capable of attracting new customers in the year ahead.
A rejuvenated team eager to blow out the fresh ideas generated in the workshop.