VW Sharan - from shopping trolley to shark

Campaign in 1999 for the Volkswagen Sharan. Research to understand MPV owners described, leading to tighter targeting and a different approach from competitors (not what you can do with an MPV, but what it is like to drive one).
Agency: BMP Author: James Hillhouse

The Volkswagen Sharan From Shopping Trolley to Shark

WHAT PLANNING DID

This paper will show that plannings rigorous interrogation of the potential MPV buyer, led them to understand the insecurities that lie at the bottom of MPV purchase, and how a way was found to bolster the attempts these men make to justify this p