Volkswagen Tiguan is a compact SUV produced by Volkswagen, known for its spacious interior, impressive performance, and cutting-edge technology. The SUV was already on the market but needed to connect with a younger, more adventurous audience who valued travel above all else. Volkswagen wanted to promote the Tiguan as the perfect car for travel enthusiasts who love adventure and explore new destinations.
Mission
The mission of the campaign was to connect Volkswagen Tiguan with a younger and adventurous audience who value travel above all else. The goal was to promote the car’s features and showcase how it fits perfectly into the active and adventurous lifestyle of the target audience. By collaborating with Vicky Kaushal, a popular Bollywood actor with a strong personality, AUGMENT aimed to create a relatable and authentic experience that would resonate with the younger generation of travelers. The campaign also sought to stand out in a crowded market and increase the visibility and appeal of Volkswagen Tiguan among the target audience.
Solution
AUGMENT collaborated with Vicky Kaushal, a rising Bollywood actor, who is known for his adventurous and active lifestyle, to promote the Volkswagen Tiguan to the targeted audience. The agency selected Kaushal as the face of the campaign to complement the car’s features and connect with the younger generation who follow his work.
AUGMENT and Kaushal were photographed at a weekend getaway spot for the cover and lead story of Travel + Leisure India magazine, and an accompanying video was shot, produced, and edited by their in-house team. The team showcased the car’s features and how it fits perfectly into the actor’s active and adventurous lifestyle. The video was presented with an intimate voiceover that provided insight into Vicky Kaushal’s life, making it more engaging and immersive for the viewers.
The campaign was designed to target the travel enthusiasts who were looking for a car that could fit their active and adventurous lifestyle. The creative agency leveraged Kaushal’s popularity and showcased the Volkswagen Tiguan as the perfect car for travel enthusiasts who love adventure and exploring new destinations. The team used the cover integration and the accompanying video to highlight the SUV’s features and its compatibility with an active lifestyle.
Achievement
The campaign was a success, and the issue received 3 million social media views, 400,000 engagements, and 70,000 page views, with the video receiving 2 million views. The cover integration effectively promoted Volkswagen Tiguan to the targeted audience and increased its visibility and appeal among the younger generation of travelers. The immersive and intimate approach of the campaign made it more engaging and memorable for the viewers. The campaign helped Volkswagen Tiguan to connect with the younger audience and establish itself as a perfect car for adventure enthusiasts who love to travel.
