In the Gulf region, Volkswagen is perceived as a small player, offering cars that are on a par with brands at the lower end of the market but sell at around a 15% premium. Our brief was to change this perception, launch VW’s first ever seven seater and create brand recall, with the ultimate aim of doubling VWs market share in the region. A tall order.
Planning and curating not stand-alone events but a coherent experience calendar, that grows Volkswagen as a brand. Using an imaginative new tagline, ’Room For More’ – more space, more fun, in fact, more everything – we positioned the Teramont, as a family vehicle that changes lives. Recognizing the fact that most GCC customers would never go to a VW dealer for a test drive, we took the car directly to the people and persuaded them to explore its unlimited potential on and off-road, with fun activations and conversion moments. The concept was scalable and translatable across mediums and markets. From a two day media drive, we were able to expand ’Room For More’ to an engaging social campaign, a pop-up for a GCC road show across the 8 locations and a family zone experience at the Color Run Marathon in Dubai.