Campaign details

Brand: Volkswagen SA
Lead Agency: Mobiclicks
Region: EMEA

Strategy

Objective

Volkswagen South Africa, one of the sponsors of Discovery Channel's show, "How to Adventure" wanted to connect with audience who loved adventure sports and create Top of Mind Awareness through them. Since the brand was already visible with a 15-second-long ad at the opening and closing time of the show, they looked for ways to extend their reach and increase brand awareness.

Since majority of TV watchers are actively present on second-screening devices like smartphones and tablets, there lay the opportunity for the brand to extend its reach and contain TV spillover and raise brand awareness. Volkswagen wanted to reinforce their brand proposition of "Strong and Adventurous" and seed an idea of being the preferred automobile brand amongst adventure lovers and reach those audience who like the majority were engaged on mobile screens.

Target Audience