To meet aggressive sales targets we needed to position the Tiguan to as many people as possible.
This meant fitting the Tiguan to the buyer, not the buyer to the Tiguan and reconciling industry tensions of personalisation and scale. So we created an NZ-first programmatic dynamic video solution.
We identified 28 different demographic and psychographic buyer groups. We itemised their specific barriers and motivations to purchase and matched them to 14 different Tiguan proof points that could deliver. The result was 1,250 unique digital ads and Volkswagen’s most successful campaign to date.