Volkswagen has this week built upon its proud 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”.
Ben Welsh, chief creative officer, DDB Group Sydney said, “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.”
Ben Wilks, general manager marketing, Volkswagen Group Australia commented, “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,” concluded Wilks.
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
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
The Sweet Shop, Production House
Noah Marshall, Director
Tony Whyman, Producer
Edward Pontifex, Executive Producer
Wilf Sweetland, Managing Partner
Jules Batstone, Senior Producer
Dan Mulligan, Senior Producer
Will Kerr, Producer
Ivan Yip, Senior Digital Designer