Because the single-minded proposition was 'It’s the little things that make a Volkswagen a Volkswagen', the media team chose to deliver this message by planting the 'little things' message in a collection of small space ads on multiple pages of daily newspapers. The multiple insertions not only delivered on the 'little things' idea conceptually, it also delivered the idea that there are many, many examples of innovative design thinking in every Volkswagen vehicle.

The small space ads worked in conjunction with half page newspaper ads, construction hoarding ads, online banners, an online application and television advertising, all of which supported the 'It’s the little things that make a Volkswagen a Volkswagen' proposition. Like the 'little things' story itself, the multiple channels each focus on individual 'little things' and combine to create a holistic story of the volume of design thinking that goes into every Volkswagen vehicle.

First and foremost, the 'little things' campaign worked to achieve Volkswagen’s market share target, increasing market share to 3.5% from 3.3% during the course of the campaign. In fact, sales for November through December of 2012 (the duration of the print campaign) increased by 11.3% vs. the same period in 2011. As of yet, we do not have data on consumer attitudes.