VW tasked DRUM to launch the new Volkswagen Touareg and communicate to audiences the thrilling high-tech features the car has to offer. The aim of this campaign was to appeal to ‘premium window shoppers’ and make a high-tech vehicle more accessible to a wider market. From this, the ‘Making the Future Real’ campaign was born.
To reach the desired audience we secured a content partnership and combined forces with The Guardian to look at the past, present and future of the key tech features within the Touareg such as night vision and gesture control. The campaign featured six online immersive articles, four online articles as well as multiple double-page spread print articles. The content series, which was split into two strands, featured content grounded in exploring what happens when technology and art collide.
905 Shazamble ads downloaded, 2,970 Facebook shares with an average dwell time of 2 min and 1 sec (34% above the Guardian benchmark of 1 min and 30 secs). Delivered Reach 22m (43%) 4.31 av frequency. 64,000 unique users and 965,560 video views - exceeding all our KPIs.
Senior Account Manager
Media Buying Agency