Volkswagen: Non-standard way to launch the new Volkswagen Tiguan in Russia

Deem Muratov, Anastasia Kim, Sofia Proskuryakova, Yury Samoylenko et al.

Car brand Volkswagen used online videos based on real-life customer queries to launch its Tiguan model in Russia.

Campaign details

Brand: VolkswagenBrand owner: Volkswagen GroupLead agency: DDB RussiaContributing agencies: PHD RussiaCountry: Russian FederationIndustries: SUVs, 4x4sMedia channels: Content marketing, Online video, Search marketing, Social mediaBudget: Up to 500k

Executive summary

Our objective was to launch the new Volkswagen Tiguan in Russia. Russia is known to be a country of endless winter where SUVs are really popular, but, compared with constantly upgrading competitors (Toyota RAV-4 and others), VW Tiguan hadn't been updated for several years and had lost its image of an innovative SUV.

The new VW...

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