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Challenge
DDB's objectives were to break the monopoly that Japanese brands were enjoying within the China SUV market by setting a new benchmark for the urban SUV.

Idea and Execution
The Tiguan campaign was an integrated campaign rolled out via a range of platforms - television, Out-Of-Home advertising (OOH), print and radio.  The key idea was to highlight the individuality and the desire of the target market (28-35-year old males) to stand out and create their own identity. This messaging also reinforced VW's key brand qualities.

Results
The Tiguan became the top selling SUV in tier 1 cities by June 2010, and in-store traffic and test drives generated by the campaign were so significant that dealers had to place enormous back orders with the factory for cars that were yet to be produced.  VW well and truly overtook the Japanese brand monopoly in China.