Aim
VW wanted to overcome the dominance of Japanese brands Honda and Toyota and set a new benchmark for the urban SUV by positioning the Tiguan as an innovative trendsetter. The brand needed to appeal to 28 to 35-year-old males in the middle management bracket.
Execution
The ensuing campaign rolled out in three phases over seven months across TV, outdoor, print and radio media. The key concept was 'individuality' and the desire of the target audience to stand out and create their own identities. Under the banner of ‘Always followed, never exceeded’, the messaging also reinforced VW’s brand qualities.
Typical aspirational SUV imagery was replaced with a realistic portrayal of the car’s role within the target group’s lifestyle. Rather than presenting an image to aspire to, the work reassured consumers they had already ‘made it’.
Results
The initiative established product awareness quickly within a cluttered market. The goal of achieving 10,000 pre-sale orders was exceeded five-fold within the first month, and a total of 90,000 orders had been placed by the end of the launch campaign. The Tiguan ultimately became the top-selling SUV in tier-one cities.
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