Campaign Summary
Volkswagen enjoys high awareness in China, there was a major issue however: VW China's Import dealership network selling the Touareg was tiny. For context, Touareg is sold in 101 showrooms of a wider VW dealer network of over 1,200. In terms of all car dealerships in China - 28,000 - Touareg was therefore only physically available in 0.04%. Our campaign therefore had to 'inspire' people to actively 'go and find a Touareg showroom and make the most impactful use of a very limited budget. An advertising refresh was in order, and our solution was to leverage China's very...