| The New York International Auto Show (NYIAS) | | | | "We are excited about being recognized by |
| is just around the corner and so is the IAG | | | | IAG. This research confirms the true |
| Research Awards. The awarding body gives | | | | effectiveness of these messages in connecting |
| distinction to automobile manufacturers that | | | | with consumers and increasing consideration |
| have created an ad campaign that effectively | | | | for the brand." |
| reaches their target audience. | | | | |
| | | | The VW Jetta, the center of the "Dance" ad |
| The winners in the five categories will be | | | | campaign, is the top selling vehicle for |
| announced at the opening press breakfast at | | | | Volkswagen in the U.S. market. Its strong |
| the Javits Center in New York City where the | | | | selling point is the number of comfort and |
| country's largest motor show will be held. | | | | convenience features it has. The Jetta is |
| The finalists for the five categories have | | | | equipped with adaptive cruise control as well |
| already been announced and two Volkswagen ad | | | | as traction control allowing drivers to have |
| campaigns for their cars were announced as | | | | complete control of the vehicle. It has a CD |
| finalists for the award. | | | | player and air conditioning for the comfort |
| | | | of the vehicle's occupants. |
| The Volkswagen Jetta's "Dance" ad campaign | | | | |
| and the Volkswagen Passat's "Safe Happens" ad | | | | As far as the ride is concerned, the Jetta is |
| are finalists for the "Most Effective Overall | | | | one of the best in its class, thanks to its |
| Ad" category. Aside from that, the Passat | | | | four-wheel independent suspension system. |
| wagon is also a finalist for the "Most | | | | Volkswagen gives the Jetta's MSRP starting at |
| Effective Established Nameplate Launch | | | | $16,490 for the base model. |
| Campaign" category. The finalists were | | | | |
| chosen on the basis of their effectiveness in | | | | The VW Passat sedan on the other hand focuses |
| reaching their target viewers. | | | | on it safety features although it also offers |
| | | | good comfort and convenience features like |
| Creativity and strategic media placement are | | | | the Jetta. Its safety features includes a |
| some of the criterion set by IAG Research in | | | | full lineup of six airbags which covers the |
| choosing the finalists and, finally, the | | | | entire interior area of the vehicle. This |
| winners in the five categories came into | | | | vehicle can adequately protect its occupants |
| being. The determination of the winner is | | | | in instances where highly efficient EBC |
| also based on the response of more than 1.5 | | | | greenstuff brake pads are not enough to avoid |
| million viewers who has been tapped by IAG | | | | accidents. |
| Research to respond to a survey that they | | | | |
| conducted. | | | | Aside from being comfortable and safe, the VW |
| | | | Passat also offers good fuel efficiency, |
| Kurt Schneider, the General Manager of | | | | thanks to its engine. Its 2.0T model is |
| Creative Content for Volkswagen of America | | | | powered by a 2.0-liter turbocharged |
| Inc., has this to say about their ad | | | | four-cylinder featuring direct-injection |
| campaigns' being finalists for the awards: | | | | delivery technology. |