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Car Advertising Campaign of the Year 2018: Volkswagen T-Roc

Volkswagen's 'Born Confident' advert for the new T-Roc has won the 2018 integrated advertising campaign awarC

VW T-Roc - Ad Campaign of the Year 2018

Launching a new car isn’t easy, even for a well-known brand like Volkswagen. Particularly when it’s an SUV, entering one of the most competitive markets in the UK. The firm wanted to drive awareness for the new T-Roc, but in a way that stood out. In its own words, “to challenge the status quo, behave differently to other automotive brands and make T-Roc a big player in its segment”.

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The ad showed a young ram born with an adult’s black fur and horns. He confidently led the herd to stand up to a dog and a bull. But on meeting the T-Roc, he’s clearly met his match.

The ad ran across print, websites, TV and social media, including Instagram, YouTube and Snapchat. It also ran in cinemas, plus there was a digital outdoor element that delivered 35.7 million impacts and reached 6.4m UK adults. The T-Roc page was the most visited on Volkswagen.co.uk, and led to more than 14,000 brochure downloads.

Crucially, the campaign contributed to the T-Roc becoming the most test-driven model in the range. In the first week T-Roc enquiries rose to about 150 a day; since then, daily enquires are around four times higher than before the campaign ran.

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Our judges felt the campaign resonated well with the audience. The creativity really stood out, and the campaign will surely be among the most memorable of the past 12 months.

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