Campaign details
Brand: TouaregBrand owner: Volkswagen (China)Agency: PHD ChinaMarket: ChinaIndustries: SUVs, 4x4sMedia channels: Mobile & apps, Online display, Online video, Social media, Virtual & augmented reality, Websites, microsites, Word of mouth, influencersBudget: Up to 500k
Executive summary
How do you refresh a legacy brand in the minds of younger Chinese consumers, in a difficult sales market?
This campaign addressed a common marketing challenge with an unusual, media-first solution.
VW China had one of the first international automotive brands in China, but younger Chinese adults considered VW and...