VW JETTA SAFE HAPPENS INTEGRATED CAMPAIGN

The "Safe Happens" campaign brought to life a singular message, "The Volkswagen Jetta ranks high in crash testing." In television consumers saw crashes in real situations, online they got to have fun in a crash facility crashing the cars they configured into a wall with humpty dumpty, giant lizards, UFOs, and more. The campaign also carried over into print, outdoor, and even some help from consumers who created video mashups out of footage from the TV spots. This message struck a chord with prospective buyers. Sales jumped over 35% percent compared with a year earlier.

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