Skip advert
Advertisement

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”.

Advertisement - Article continues below

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.

Skip advert
Advertisement
Skip advert
Advertisement - Article continues below

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.

Auto Express New Car Awards 2018

For complete, in-depth coverage of the 2018 New Car Awards, buy your collector's edition copy of the Auto Express magazine now or click here to subscribe...

Skip advert
Advertisement
Continue Reading

Find a car with the experts

Skip advert
Advertisement

Recommended

Volkswagen leasing deals 2025
Volkswagen Golf facelift 2024 UK - front tracking

Volkswagen leasing deals 2025

The best Volkswagen leasing deals available right now
Best cars & vans
27 Jun 2025
Volkswagen T-Roc SUV ups its game with Black Edition and Style Design special editions
Volkswagen T-Roc Style Design - front

Volkswagen T-Roc SUV ups its game with Black Edition and Style Design special editions

The new VW T-Roc Style Design and Black Edition models bring added flair and features, replacing the old Style, R-Line and Black Edition models
News
19 May 2025
New Volkswagen T-Roc will arrive in August with fuel-sipping hybrid tech
New Volkswagen T-Roc leaked - front 3/4

New Volkswagen T-Roc will arrive in August with fuel-sipping hybrid tech

The first images of the next-generation T-Roc were leaked online earlier this year, and reveal a much more aggressive look for the compact SUV
News
14 May 2025
Car Deal of the Day: Hot hatch thrills in an SUV shape? That’ll be the Volkswagen T-Roc R for £317 a month
Volkswagen T-Roc R - front static

Car Deal of the Day: Hot hatch thrills in an SUV shape? That’ll be the Volkswagen T-Roc R for £317 a month

Firecracker power in a sensible SUV body, the T-Roc R is a desirable machine. It’s our Deal of the Day for 30 April
News
30 Apr 2025

Most Popular

Range Rover Sport SV gets massive £35k price drop as it enters series-production
Range Rover Sport SV Black - front

Range Rover Sport SV gets massive £35k price drop as it enters series-production

There’s also a new SV Black trim, and a Range Rover Sport Stealth Package for non SVs
News
1 Jul 2025
Arrivederci Roma: new Ferrari Amalfi slots in as brand’s latest entry-level model
Ferrari Amalfi - front static

Arrivederci Roma: new Ferrari Amalfi slots in as brand’s latest entry-level model

A slick new look and more power are the headlines for Ferrari’s new baby, but it’s probably some simple new buttons that will get customers’ attention
News
1 Jul 2025
Geely is coming to the UK, and its assault will start with EX5 SUV
Geely EX5 - front

Geely is coming to the UK, and its assault will start with EX5 SUV

Geely has looked to Lotus to ensure it's new electric SUV lives up to our driving expectations
News
2 Jul 2025