Volkswagen - Touareg launch

Launching a new SUV (Sports Utility Vehicle) is difficult enough, even more so when you are the eighth European entrant to the category, the fourteenth brand overall, and up against entrenched competitors like BMW, Mercedes-Benz and Range Rover.

Touareg Launch

Agency: DDB New Zealand  Advertiser: Volkswagen Awards: Consumer Durables (Silver and Bronze)

Marketing Challenge

It was a big task for Volkswagen. It had successfully built a powerful position in New Zealand as a small-car specialist...