Tiger + Iguana = Tiguan
Showcasing creativity and innovation, CANAL+ BRAND SOLUTIONS and Volkswagen launched an outstanding campaign for the new Tiguan, featuring eye-catching 3D animation. The campaign was executed with the help of Re-mind PHD, its creative department Fuse, the DDB agency, and CANAL+ BRAND SOLUTIONS’ creative entity, CANAL BRAND Factory. The primary aim was to create an engaging campaign that highlights the unique origin of Tiguan’s name, derived from “Tigre” (Tiger) and “Iguane” (Iguana).
The campaign focused on a captivating TV advertisement where a tiger and an iguana come to life through 3D animation. These animals emerge from a Digital Out-of-Home (DOOH) poster placed on the façade of a building designed by Bechu et Associés and wander into the street, capturing the audience’s attention.
In a surprising twist, the tiger and iguana also appeared in commercials for other brands such as Uber Eats, Deezer, and ManoMano, which are clients of Omnicom Media Group. The partner brands also recognised that tiger and iguana appearances brought more visibility and recognition to their brands. This integration created a unique and cohesive storyline across different advertisements, culminating in the reveal of the Tiguan’s name origin (Tiger + Iguana = Tiguan) before transitioning to the new Tiguan spot.
On the myCANAL platform, the campaign utilised a pre-roll format where the animals roamed the homepage before the Volkswagen spot played. In cinemas, the tiger and iguana were brought to life within the UGC and Grand Rex opening sequences, providing a captivating and memorable experience for cinema audiences.
Key objectives of the campaign
- Create brand awareness: Increase visibility and recognition of the new Tiguan model.
- Engage the audience: Use innovative 3D animation to captivate and entertain the audience.
- Highlight the origin of the name: Inform consumers about the unique name “Tiguan” and illustrate its origins.
Innovation & Strategic Collaboration
The campaign ran from 3 to 19 March across CANAL+ Group ecosystems and in UGC and Grand Rex cinemas. The innovative use of 3D animation and cross-media integration helped create a buzz and engage a wide audience, effectively promoting the new Tiguan.
This fascinating campaign for the new Tiguan stands out as an exemplary case of innovative and immersive advertising. By using advanced 3D animation and integrating the campaign across various media platforms, Volkswagen not only increased awareness of the new Tiguan but also created a memorable and engaging experience for consumers, effectively communicating the unique origin of the model’s name.
Leveraging innovation in advertising through 3D animation and cross-media integration, CANAL+ BRAND SOLUTIONS and Volkswagen executed a successful campaign, driving brand awareness and consumer engagement. Strategic collaboration with multiple creative and media agencies significantly enhanced the execution and reach of the campaign. The campaign demonstrated that crafting a compelling story that effectively communicates the essence of a product’s name can deepen consumer connection and boost audience interest.