Volkswagen launches campaign for its new star SUV.
Ram meets T-Roc!
Volkswagen's latest new model faces high expectations. Board Member for Sales Jürgen Stackmann describes the concept: "The T-Roc is a confident step into a new segment." Over the next few days in Germany, a comprehensive marketing campaign is to be launched, focusing on the key characteristics of the T-Roc, confidence and perseverance from the start.
Like the Tiguan, the T-Roc also comes from the Golf family. However, with its coupe-like silhouette, it establishes an entirely new segment. The T-Roc features an extraordinary expressive design. It can be adapted to the individual requirements of drivers. In the city, it is a stylish crossover while it can be a powerful all-wheel-drive vehicle out in the country. Everything is possible for the T-Roc. Three equipment lines underline this claim: Urban, Sports and Dynamic.
Campaign targets active city-dwellers
This is why the campaign targets a modern urban public. The motifs feature active people using their car in their everyday lives – on the way to work, their cool leisure sports or to the club in the evening. One key message of the images is that first impressions count. The Volkswagen designers have equipped the T-Roc with distinctive LED headlamps and rear lights as well as an innovative ambient lighting system in the interior – these features are all in line with the motto: "Born confident".
Customers have been convinced by the SUV segment for some time. Volkswagen launched its first SUV, the Touareg, 15 years ago. It already combined all the features that make these vehicles so successful: they are at home both in the city and off-road. On long trips, they offer considerable comfort and a good view, just like the name implies: "sport utility vehicle".
The Touareg has seen some siblings added to the family over the years. Volkswagen's SUV range also includes the Tiguan. This successful compact has now reached its second generation and is built on three continents, in Germany, Mexico and China.
The Tiguan with R-Line equipment.
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In Germany, the Tiguan won two awards in 2017 from readers of motoring magazines "Auto Motor Sport" and "Auto Bild". The latest model variant is the Tiguan Allspace.
Space for seven people: the new Tiguan Allspace.
The new vehicle closes the gap at the top of the range with seats for seven passengers and significantly more cargo space.
Now it is time to break entirely new ground: the T-Roc is Volkswagen's latest SUV – and it is different from all the others!
SUVs are popular throughout the world
The signs are favorable for the T-Roc as people throughout the world are flocking to buy SUV's. This not only applies to top-of-the-range models but also to smaller vehicles. In Germany, the segment has already reached a market share of 15 percent, with impressive 23-percent growth since the beginning of the year. The trend is international and applies to vehicles of all sizes, whether in China, the USA or Europe. Versatile SUV models represent the fastest-growing vehicle category. The segment plays a special role in the growth plans of Volkswagen brand CEO Herbert Diess. "In 2020, our range will include almost 20 SUVs," he announces. They will then account for up to 40 percent of brand sales.
The new T-Roc.
Two months of work for the virtual ram
The marketing campaign also embodies this claim in a humorous way. The emotional TV spot tells the story of a little ram called Bam – "Bam The Ram". He is born as the leader of his herd. For this confident animal, there is only one equal partner, the new T-Roc, which was also born to take the lead, in this case in the compact class.
It took three months to produce the 60-second commercial. The team spent one month working on the west coast of Sweden, in the Gothenburg area. However, two thirds of the commercial were shot using computers. The small animal is entirely animated and only exists in the virtual world, although very few viewers will probably notice the fact. The simulation experts from a specialist London agency have really created a masterpiece with this spot. "It could hardly be more realistic," say the experts. Next year, "Bam The Ram" is expected to create a furore in several advertising industry competitions.
The marketing campaign was launched recently in Ireland. Up to the end of the year, it will introduce the T-Roc in many other European countries. This is a comprehensive campaign with a 360-degree approach highlighting all the features of the vehicle. Apart from TV spots, the campaign includes printed advertisements, digital presentations in the social media and classical posters.
