CB Exclusive - Volkswagen has built upon its history of insightful and amusing advertising to announce its new Tiguan SUV, via an integrated campaign. The campaign will run in Australia and South Africa, with both executions developed by DDB Sydney.
The campaign challenges one of the most common stereotypes associated with SUVs, highlighting that the Tiguan's stylish design, spacious interior and class leading technology make it easy to forget you're behind the wheel of a "family car".
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Says Ben Welsh, chief creative officer, DDB Group Sydney: "We've all
been there. So caught in a moment that you forget everything else around
you. That's the insight that's at the heart of this campaign. A couple
enjoying all the best that the new Tiguan has to offer that they let
their guard down reverting to life without responsibilities, even if
just for a fleeting moment."
Says Ben Wilks, general manager marketing, Volkswagen Group Australia:
"The Tiguan is a brilliant and practical family car, and with premium
design characteristics, it also has a wide ranging appeal. We really
wanted to highlight that and we are thrilled with the fully integrated
campaign we've developed.
"We are glad to be working with
partners in DDB that have a great understanding of our brand and our
desire to bring fun into life - whether through our products or our
communications."
The campaign runs nationally and includes TV, cinema, digital, print, OOH and social.
Volkswagen Group Australia
Ben Wilks, General Manager, Marketing
Rowena Kanna, Marketing Communications Manager
Julia Reimnitz, Brand Communications Manager
Agency: DDB Sydney
Ben Welsh, Chief Creative Officer
Jade Manning, Creative Lead
Vince Osmond, Creative Lead
Craig Bailey, Creative Partner
Chris Ott, Copywriter
Mandy Whatson, Managing Partner
Carla Hizon, Business Director
Lindsay Wight, Senior Business Manager
Catherine Cumming, Business Executive
Graham Sweet, Planning Director
Sam Payne, Planning Director
Sevda Cemo, Head of Integrated Content
Martin Aspinall, Senior Producer
John Wood, Production Manager
Production Company: The Sweet Shop
Director: Noah Marshall
Producer: Tony Whyman
Executive Producer: Edward Pontifex
Managing Partner: Wilf Sweetland
Senior Producer: Jules Batstone
Senior Producer: Dan Mulligan
Producer: Will Kerr
Senior Digital Designer: Ivan Yip
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