- Multistage marketing campaign from world premiere to market launch
- Continuation of digital advertising measures for start of advance sales
- Focus on design, connectivity and driver assistance systems
Volkswagen is adding the next stage to its marketing campaign for the new Tiguan to mark the start of advance sales. The campaign focuses in particular on design, connectivity and driver assistance systems. The motto “Access all areas.” not only stands for the offroad character of the new Tiguan, but also reflects the connectivity features which offer the driver constant access to online information. The second generation of the compact SUV is making an especially strong appearance on social media. A wealth of additional information on the new Tiguan is now being posted on the microsite first launched when the model made its world premiere at the IAA in September 2015.
“The new Tiguan oozes confidence. Its striking proportions and powerful presence are impressive. The slogan ‘Access all areas.’ underscores the model’s appearance”, Anders Sundt Jensen, Head of Marketing Communications, Volkswagen Passenger Cars, said, and added: “The challenge lies in maintaining an eye-catching campaign throughout the entire period from the world premiere last September and the start of advance sales in January right through to the market launch in April.”
The microsite (www.tiguan.com) which went live at last year’s IAA is the common thread running through the entire campaign. More and more information is being successively added. As advance sales get underway, customers can access information on design, connectivity and driver assistance systems and can individually create their car by using the configurator. Furthermore, a film is highlighting the special features of the new Tiguan: clear, structured elements and proportions give the vehicle a masculine and eye-catching touch. Its expressive design unites functionality and emotion.
New posts on social media channels will be published during the phase between the start of advance sales and market launch. Feature films and photo posts take a humorous look at the new Tiguan. The leading characters in the spots make another appearance during the market launch grand finale, when the microsite which has been part of the campaign right from the start is fully complete, thus creating an overarching framework. “While the campaign has focused on digital platforms since the world premiere, it will be expanded to cover classic advertising channels for the market launch. This 360 degree campaign means we can post perfectly matched content to reach our target groups through various channels during the different stages”, Jensen said, describing the special characteristics of the campaign.
The campaign for the new Volkswagen Tiguan is being realized together with the Hamburg-based agency Grabarz & Partner.