VW – T-ROC

Legends aren’t made by advertising or pretty pictures, but by people. That’s why we capture the essence of a product first, and then make it desirable. An approach that was integral to the success of our latest case.

THE TASK

Following in the footsteps of legends is never an easy task. So when Volkswagen was gearing up to introduce the all-new version of a car that had eclipsed two million in sales like it was nothing, the stakes were high. To create the buzz a world premiere like this deserved, a big idea was needed that could capture the essence of what people already loved about the T-Roc, while leaving no doubt that its next generation wasn’t just a sequel, but another smash hit in the making. And all of that before the car was even allowed to be shown.

PHASE 001 – THE TEASE

With the all new T-Roc still under embargo, we kicked the campaign off with a custom camouflage wrap featuring all the words one could possibly put in front of “…like a RocStar”, perfectly capturing the essence of the idea and the attention of our style-conscious audience. Singling out different words from the design allowed us to tease specific hero features and generate curiosity without giving anything away just yet.

PHASE 002 – THE SNEAK-PEAK

The campaign theme seamlessly continued into the press-only reveal event and workshop, giving invited media guests the chance to get up close with Volkswagen’s new RocStar ahead of its official world premiere. At first, the T-Roc’s empowering versatility was highlighted through silhouetted impressions of the passions it allows its drivers to pursue like RocStars. Then, the endless possibilities featured on the wrap magically dissolved and gave way to the star that is designed to make others shine: The all new T-Roc.

On the following workshop days invited guests could create their own RocStar content, experience the T-Roc’s hero features via AR and get first-hand insights from the RocStar team of designers that made it all possible.

THE REACTIONS

PHASE 003 – THE BIG REVEAL

On the following workshop days invited guests could create their own RocStar content, experience the T-Roc’s hero features via AR and get first-hand insights from the RocStar team of designers that made it all possible.

PHASE 004 – THE SHOWCASE

Parallel to the teaser and reveal campaign, a high-end product film was produced to showcase the T-Roc’s hero features in action. Building further on the RocStar theme, the protagonists make their way to a secret party location by solving a series of clues and riddles along the way. All made possible of course, with the help of the T-Roc’s wide range of new features and innovations.

PHASE 005 – THE PUBLICITY

With an additional suite of high-end footage and feature highlights specially designed for press use and coverage, the T-Roc was set to make the headlines a RocStar of its looks and performance deserves.

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