The success of an effective advertising campaign lies in delivering the campaign idea to the target audience at the right time through the most efficient media strategy. Proper planning should consider the target audience, the brand’s identity, the organization’s culture, the advertising budget, and the advertiser’s expectations from the campaign. An advertising campaign consists of a series of ads based on the same strategy and sharing the same idea. Campaigns with a strong and successful concept can remain relevant and sustainable over the years.
One of the most striking campaign examples is the Volkswagen Beetle’s “Think Small” campaign, created in 1959 by Dane Bernbach. To illustrate, imagine you are tasked with marketing a small car, designed by Ferdinand Porsche at Hitler’s request, with minimal innovations. A car that couldn’t even fit a dozen schoolchildren, doesn’t turn heads with envy, and is, at first glance, full of disadvantages—even labeled as a Nazi car in a predominantly Jewish neighborhood.
Instead of repeating the usual marketing clichés, this campaign took an unexpected approach. In a country where cars were often the size of buses, the bold and revolutionary “Think Small” message broke all norms and became a marketing game-changer. It transformed what seemed like insurmountable challenges into a groundbreaking advertising success.

The model, which was entirely different from the lifestyle of its target audience, managed to sell 21.5 million units between 1938 and 2013, standing against the large, spacious American cars of its time. The successful combination of the right advertising idea, the correct marketing strategy, and perfect timing turned the Volkswagen Beetle into the best-selling car brand in the world.
Volkswagen consistently emphasized how the Beetle addressed real consumer needs rather than focusing on ostentation. The campaign highlighted practical benefits such as tackling economic challenges, solving parking problems, keeping repair bills low, and offering affordable insurance. This positioned Volkswagen as a brand that solved problems rather than creating them—a practical, results-driven, and realistic choice. This focus elevated the brand to a position of authority and expertise in the minds of consumers.
We’re surrounded by advertising claims like “The World’s Largest Fast-Food Chain” or “Europe’s Biggest Shopping Mall.” Consumers are exposed to millions of messages for various products and services daily. Unfortunately, no one has the time to read long and complex advertisements. As a result, the need for simple and impactful communication grows stronger every day.
The enduring success of Volkswagen’s advertising lies in its strategy of thinking differently, revealing the unseen, doing the undone, and being simple yet impactful. This strategy has always placed the consumer at its core, ensuring the brand remains relevant and compelling across decades.