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.

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.

Print, social, display, and GeorgeFM helped drive entries, and live Adshels showcased who was who (and where) in the queue. The competition earned over 4,000 entries in one week.

We engaged the crowd and amped up advocacy through a social entry mechanic: using Facebook, customers joined a virtual queue – then brought their mates on board, bumping up everyone’s chances to win.

Print, social, display, and GeorgeFM helped drive entries, and live Adshels showcased who was who (and where) in the queue.

The competition earned over 4,000 entries in one week, and the party was a massive success – as was the hugely positive NPS, even for those who didn’t win.