General information

Campaign objectives:  The campaign goal was to create a surprising and memorable launch for the new Volkswagen Tiguan, emphasizing the origin of its name. This strategy was designed to captivate the audience and communicate the unique naming origin of the Tiguan, which is a combination of “Tiger” and “Iguana.” The campaign sought to leverage this intriguing backstory to make a strong impression and enhance brand recall among potential customers.

Context

The strategy was designed to captivate the audience and communicate the unique naming origin of the Tiguan, which is a combination of “Tiger” and “Iguana.” The campaign sought to leverage this intriguing backstory to make a strong impression and enhance brand recall among potential customers.

Creative Minds

The campaign involved a multi-faceted approach that integrated various media channels to maximize reach and engagement. Volkswagen and its creative partners devised a comprehensive plan that included TV, cinema, digital platforms, and out-of-home (DOOH) advertising. A unique aspect of the campaign was the 3D animation to bring the concept to life. In a dedicated TV ad, a Tiger and an Iguana emerge from a DOOH poster on the facade of a building designed by Bechu and Associates, creating a dynamic visual spectacle. This visual narrative was extended across other media, such as Uber Eats, Deezer, and ManoMano spots, which are clients of Omnicom Media Group. Additionally, the campaign featured a pre-roll format on myCANAL (The Canal Plus website) where the animated animals interacted with the platform’s homepage before transitioning to the Tiguan spot. In cinemas, the animals were brought to life with UGC and Grand Rex generics. The entire animation and post-production process was managed by the Brekawal studio, ensuring seamless 3D creation and integration of the animals across all formats.

Volkswagen, in collaboration with its media agency Re-mind PHD, creative department the campaign reached a broad and diverse audience, DDB agency, and CANAL BRAND FACTORY, aimed to develop an innovative 360-degree marketing strategy.

Campaign video

Results

The innovative 360-degree campaign for the new Volkswagen Tiguan created a buzz and captured the audience’s attention from March 3 to 19. The campaign reached a broad and diverse audience by utilizing the CANAL Group’s ecosystems and major cinema networks like UGC and Grand Rex. The use of advanced 3D animation and strategic placement of the ads across multiple channels helped in effectively communicating the unique origin of the Tiguan’s name, making it a memorable launch. The integration of the Tiger and Iguana in various formats reinforced the brand message and provided a visually engaging experience for viewers. This approach highlighted the creativity and innovation behind the campaign and strengthened Volkswagen’s brand presence and recall among potential customers.