Featuring Taigo

Client
Volkswagen

Agency
DDB Voltage

My role
Executive Creative Director Digital

Project description
How to reach a young and digital-savvy target group that is unreachable through the standard media channels?

For the launch of Volkswagen’s new Taigo and its millennial target group, we tried to find a topic and platform that matched their interests. We teamed up with Google to identify Music and Misc videos as one of the most-watched content on Youtube. Spotify helped us to identify the top relevant music genres for our target group: Hip Hop, Electro, and Indi Pop. We contacted three upcoming artists, “Gheist”, “Yugen Blakrok”, and “Chris James” to create the first cooperation of this kind for Volkswagen. Volkswagen sponsors a professional high-quality music video featuring the new Taigo, and we can use the videos as digital advertisement assets.

The result is three very creative music videos and hundreds of paid and organic digital assets for all relevant channels including Spotify and TikTok, which is also the first time for Volkswagen. All together we created a creative campaign with attractive and highly relevant content for a target group that is hard to reach with a standard ad campaign and reintroduced Volkswagen to a younger generation.

Award
ADC Germany 2022 – Auszeichung