MDC's Crispin Porter & Bogusky 3390 Mary Street, Office 300, Miami Florida 33133

1. Volkswagen America / Viral campaignfor Golf GTI „unpimpyourride“ Volkswagen Group of America2200 Ferdinand Porsche Dr.Herndon, VA 20171 MDC's Crispin Porter & Bogusky 3390 Mary Street, Office 300, Miami Florida 33133 Media Simulator / VW America „unpimpyourride“

2. Volkswagen America / Viral campaignfor Golf GTI „unpimpyourride“ With the “Unpimp my ride” campaign Volkswagen sought to get tuner culture back on track, and reassert the dominance of German Engineering, as represented in all it's glory by the 200 HP VW GTI. The ads were created as a parody of MTV's “Pimp My Ride” starring rapper Xzibit. Media Simulator / VW America „unpimpyourride“

3. Life Size Helga Way of Communication Achievend Communication Targets Reached Target Group Costs • Leadingactor- Miss Helga • Helga (ZonjaWöstendiek) • an over-the-top parody of a German nightclubbing valkyrie presents the new VW GTI in her german accent Media Simulator / VW America „unpimpyourride“

4. Way of Communication Achievend Communication Targets Reached Target Group Costs Online-presence: Website Golf GTI Media Simulator / VW America „unpimpyourride“

5. Way of Communication Achievend Communication Targets Reached Target Group Costs Online-presence: mikrositewith online testdrive • “Helga” who goes for a test drive online with would-be customers after they configure the car they want. • After choosing options for the GTI, Helga seductively goes for a test drive with you a la video and comments about each item you have chosen • http://www.vwfeatures.com Media Simulator / VW America „unpimpyourride“

6. Life Size Helga Way of Communication Achievend Communication Targets Reached Target Group Costs Online-presence: mikrositewith online testdrive Media Simulator / VW America „unpimpyourride“

7. Way of Communication Achievend Communication Targets Reached Target Group Costs Online-presence: MySpace • CooperationwithMySpace • Helga got her ownMySpacesite: • . soundboard • . ring tonesfordownload • . photosof Miss Helga‘sholidaydestinations • . question und answersection • . Life-sizehelgatodownload Media Simulator / VW America „unpimpyourride“

8. Miss Helga‘sMySpacesite Way of Communication Achievend Communication Targets Reached Target Group Costs Media Simulator

9. Life Size Helga Way of Communication Achievend Communication Targets Reached Target Group Costs Online-presence: MySpace Media Simulator / VW America „unpimpyourride“

10. Life Size Helga Way of Communication Achievend Communication Targets Reached Target Group Costs television: 3 different spots • Ads featuring Helga and Wolfgang ran on TV in March and April 2006, but now enthusiasts all over the Net are downloading them. • The Helga effort was tied into very funny TV ads featuring her and an effete German engineer, Wolfgang, who implored drivers of tuner cars to “Unpimp Your Auto” by buying a VW GTI, which is “pre-tuned” in Germany. Media Simulator / VW America „unpimpyourride“

11. TV-spots on YouTube Way of Communication Achievend Communication Targets Reached Target Group Costs Media Simulator / VW America „unpimpyourride“

12. Life Size Helga Way of Communication Achievend Communication Targets Reached Target Group Costs print Media Simulator / VW America „unpimpyourride“

13. Life Size Helga Way of Communication Achievend Communication Targets Reached Target Group Costs Outdoorads: blowups Media Simulator / VW America „unpimpyourride“

14. Life Size Helga Way of Communication Achievend Communication Targets Reached Target Group Costs Ambientadvertising: acetateinsert Media Simulator / VW America „unpimpyourride“

15. Life Size Helga Way of Communication Achievend Communication Targets Reached Target Group Costs Event- marketing Media Simulator / VW America „unpimpyourride“

16. Way of Communication Achievend Communication Targets Reached Target Group Costs Unterstützendes Marketing: Online-Banner Media Simulator / VW America „unpimpyourride“

17. Way of Communication Achievend Communication Targets Reached Target Group Costs • Sales • During the first month of the campaign alone GTI sales were nearly 80% above VW sales forecasts • GTI sales for 2006 were up 126% over 2005. • Same months : Volkswagen sales are up 23%. Jetta sales are up 40%. Media Simulator / VW America „unpimpyourride“

18. Way of Communication Achievend Communication Targets Reached Target Group Costs • Image • Nowthetechnicalexperiencedandyounggeneration (Generation Y) selected Volkswagen asthemost trendy automobile brand in the USA. • User onrushes on MySpace.com : Helga had over 8.400 friends after the campaign. • Clickrates on youtube: The spot s has been viewed approximately 6.6 million times on Youtube.com within the first 5 months. • Prices • Miami ad agency Crispin Porter + Boguskywonthe top cybermarketingawardatthe Cannes Lions International Advertising Festival forits online campaignforthe Volkswagen GTI featuring blonde German siren “Helga” Media Simulator / VW America „unpimpyourride“

19. Way of Communication Achievend Communication Targets Reached Target Group Costs • reachedtargetgroup • Generation Y. adultsbetween 21 und 27. • Theyaregrownup in thehightech-worldofinternet, handyandmusicdownloadsand rank among hip and fashionable. • Nowthistechnicalexperiencedandyounggenerationselected Volkswagen asthemost trendy automobile brand in the USA. • Jetta und Golf aremainlyboughtfromupcomingsingles in theageof 21 and 27. • The uncommonly GTI campaignwiththedestructive „german Helga" went down well withthe so-called „generation Y“ • Original targeted target group: males 18 to 49 Media Simulator / VW America „unpimpyourride“

20. Way of Communication Achievend Communication Targets Reached Target Group Costs Campaign costs: singel-digit million ammount : estimated: ca. 5 mio $ (VW spent $192 million in measured media in the first nine months of 2006, according to TNS media Intelligence. ) Media Simulator / VW America „unpimpyourride“