VW Tiguan Test Drive Campaign​​

In a market crowded with SUV options, New York state VW dealers wanted to inspire more families to test drive the often-overlooked Tiguan.

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Consumer research led to a comprehensive list of motivators of  regional SUV and Volkswagen shoppers, including “safety,” “space for families,” “fun to drive,” and “German engineering.” That list was developed into an equally comprehensive campaign. A series of targeted direct mail, landing pages, and video conveyed specific motivators while capturing the distinctive VW brand. Monitoring consumer response led to further message refinement, driving even more test drives.