VW unleashes Fox in Europe with $40M effort

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[Wolfsburg, Germany] Volkswagen is launching its $12,000 entry-level Fox car in Europe with a $40 million TV and print campaign breaking this week by Omnicom Group's DDB Berlin, with media buying by WPP's MediaCom, Duesseldorf, Germany. The Brazilian-made Fox, already sold in Latin America, will replace the Lupo model in Europe. Omnicom's Proximity, Duesseldorf, created an online campaign at volkswagen.de that features artists and a Hotel Fox, with a contest whose winners will be invited to Copenhagen to decorate rooms in the cool hotel.
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