Volkswagen Touareg: Launch

DMG (Dynamic Marketing Group), China’s largest independent advertising group, has unveiled the first online video campaign for Volkswagen’s Touareg in China, supported by a nationwide print campaign.
The work aims to humanise the SUV brand in China by communicating the car’s three personalities through the eyes of a rich aristocrat, a cool racing driver and a rugged mountain climber.
An interactive website draws the viewer into the Touareg world with engaging background stories on each of the three characters. Click on a person and they come alive on-screen and talk you through their colourful lives and why they drive a Touareg. In addition, the website emphasizes the comfort and cutting-edge design of the Touareg, while also highlighting the SUV as both high-performance and all terrain.
The online execution is supported by a print campaign that features a dominant image divided into three sections. The creative shows the aristocrat in front of his English castle, the racing driver dressed ready for action and the mountaineer poised to abseil off a cliff.