We were tasked with launching the new Volkswagen Tiguan with an OOH campaign focusing on its helpful driver assistance technology like pedestrian detection and lane assist. In a market that was dominated by parity product and car advertising cliches, we had to find a new and far less traditional way to capture people’s attention and remain competitive with a smaller budget than our competitors. The campaign ran in over 200 OOH locations across major cities in Australia. Our budget was $310k.

Whether it be parallel parking, merging on a four-lane highway, a giant busy roundabout, or a distracted pedestrian, research told us that 79% of drivers were fearful of something on the road. So, to launch the Volkswagen Tiguan and its range of new safety technology, we created a suite of tongue-in-cheek horror film posters, dramatising real and relatable road fears and how the new Tiguan can help you conquer them.

In the style of classic horror film posters, the designs depict a common fear that drivers have when it comes to the road, and how the new Tiguan can help alleviate it thanks to its safety technology. To bring this insight to life we worked with an acclaimed horror film poster designer to remain painstakingly faithful to the horror film genre. Every horror poster trope was considered and reinterpreted to be relevant to the idea. From the pithy copy line used to stoke fear and excitement, to the classic billing block which we reinterpreted to describe the cars technology, and even the movie studio logos area which we created custom logos for based on the cars technology.

Brand metrics:

Total brand awareness grew 4%: 68-72%

Total brand consideration grew 2%: 28-30%

Total brand consideration among 18-39s grew 5%: 27%-32%

Total campaign reach of 44%. Smashing the campaign benchmark of 30%

Tiguan image:

Quality perceptions grew 4%: 29-33%

Reliability perceptions grew 6%: 25-31%

Performance perceptions grew 3%: 13-16%

Relatability perceptions ‘is for people like me’ grew 6%: 15-21%

Is a model ‘that really understands me’ grew 6%: 13-19%

Tiguan personality:

Exciting image attributes grew 5%: 10-15%

Inspiring image attributes grew 4%: 10-14%

Approachable image attributes grew 2%: 13-15%