Automobile brand, Volkswagen has launched a new TVC for its latest SUV offering in the Indian market, Tiguan Allspace. Conceptualised by Voltage, the #FitsAll campaign is live across TV, digital, and social media platforms.
Steffen Knapp, director, Volkswagen Passenger Cars India, told ETBrandEquity.com, the communication on SUV category has been mainly driven by product-first, functional and features of the car. He added that with the changing times, consumers today don’t see their cars merely as rational choices, but consider it as an extension of their personality and identity, especially with SUVs.
Knapp also said while the audience that the company was trying to reach is extremely niche, the campaign is formulated to target them across all relevant touchpoints. Keeping in mind the current scenario, it took a 360-degree approach for #FitsAll, which includes amplification of the campaign across multiple platforms such as TV, digital, OOH and print media.
The campaign video covers different shots ranging from a city to hills and the experience of a drive and shows the features and an overall look of the SUV.
The campaign will also have a special focus on video led engagement on television with presence in different genres. The TV spots have been identified basis maximum reach and customer connect opportunities such as Indian Premier League (IPL) on Disney+ Hotstar.
Volkswagen India at the onset of 2020 announced the SUVW strategy, in which the brand will be launching four SUVs for the Indian consumer. Out of the four, the brand launched the Tiguan Allspace and T-Roc in Q1 2020.
Knapp also said that the brief for the communication was defining the consumer base for Tiguan Allspace, he added that Volkswagen targets accomplished individuals who instead of using their authority to draw a line between them and the world, stay open-minded towards new opinions, ideas, and experiences.
“These individuals are inclusive leaders who are welcoming of others along with their views and tastes; allowing their worlds to be opened up which directly connects with Tiguan Allspace. The SUVW #FitsAll – Journeys, Passions, Conveniences and Styles. Hence, Volkswagen approached the communication differently and decided on making its consumer the hero, highlighting their beliefs and attitude, and portraying the car as their perfect complementary partner,” he added.
Most of the research for the campaign was in-house and among the brand’s creative and media partners. The findings were derived basis the product attributes and tonality the audience or potential customer looks for in a Volkswagen. The rebranding exercise is all in-line with Volkswagen’s global new brand design outlook.