2013 Winners & Shortlists

Results and Effectiveness

Touareg YTD sales increased by 14% (the target set for this campaign). All stock was sold out.

Creative Execution

360Vue Vision is an innovative technology with a 360 camera system that always keeps the driver aware of its entire surroundings. We translated this benefit into a human metaphor and placed it on round pillars at parking lots, mainly in malls but also other high traffic areas.

Insights, Strategy and the Idea

The 4x4 segment is the biggest and toughest one in the region's car market. Differences in what brands offer are hard to find. Volkswagen is a newcomer compared to the Landrovers and Toyotas of the market and needed to give its flagship 4x4, the Touareg, an edge. Luckily, the Touareg offers innovative features that most other brands don't. But it needed a creative way to communicate this with an idea that could travel beyond traditional media in order to get the extra attention needed.