When it came time to rebrand the all-new Volkswagen Jetta --- I came up with the line “great for the price of good.” This became the positioning for all advertising touch points. One of our first ideas was to sell the Jetta on GILT, a website known for selling high-end merchandise at amazing prices. It felt perfect for the Jetta. The concept of selling one Jetta a day for three days at a rock bottom price (for charity) took the idea to the next level.