Campaign details

Brand: Volkswagen
Brand owner: Volkswagen Group
Lead agency: PHD
Contributing agencies: DDB
Country: Italy
Industries: SUVs, 4x4s
Media channels: Integrated, Online display, Online video, Outdoor, out of home, Search marketing, Social media, Television, Video on demand, Websites & microsites
Budget: 5 - 10 million

Executive Summary

The compact SUV segment has seen an exponential growth in the last years and Volkswagen, the German carmaker, set the goal to achieve a leading position in this segment in terms of awareness and sales volume in the Italian market.

Introducing the T-Roc, a new compact SUV targeted at the Aspiring Middle Class, people with a confident personality and who know what they want; people who are also never satisfied with the norm and look for high standards in terms of quality of living.