The Art Heist

Wed, 22 May 2013 00:00:00 -0400
Effie Awards

The Jetta GLI is a car for performance driving enthusiasts. However, successful positioning of the Jetta as an affordable car had eroded the GLI’s performance pedigree amongst enthusiasts. The “Driving can be beautiful” campaign needed to re-engage enthusiasts and translate that engagement into sales, but also halo the affordable Jetta family.