Gerald Hu, senior business director of DDB China told Campaign Asia-Pacific that the rationale of this new online campaign lay in the fact that in the SUV market in China, sales of the Shanghai Volkswagen Tiguan have been in the top two. And while the retail price of the Tiguan is US$8,000 (50,000 yuan), more expensive on average than its competitors (Toyota RAV 4, Honda CR-V, Hyundai ix), its off-road performance is superior.
He said these competitors are doing a lot more 'SUV look' advertising. Hence as part of an integrated campaign linked to the TVC program ‘Tiguan Tour’ currently running on Travel Satellite TV channel, DDB China has launched an online interactive game called ’Tiguan, live the journey beyond’, on its dedicated site to enhance the experimental marketing experience.
The game, which went live on 14 August, recreates the TV journey by allowing users to check-in to actual physical locations through their SNS accounts (Weibo, Renren, Jiepang) to collect miles. They can invite friends to collaborate with them on this journey.
Each mile collected will contribute to their symbolic journey to a new city, moving their own customizable Tiguan forward in the game. Users can experience and explore the new Tiguan 2012 Edition through an online imitation journey and play games educating them on the car’s features.
In each new city they enjoy the landscapes of various destinations in China via videos and images at every new ‘pit stop’. The interface lets consumers experience the journey indirectly through the campaign. They can also play games to collect actual prizes, which include adventure gear, USBs and car accessories.
Hu added, “We want to resonate with our target audience's (30-year-old affluent business elites) desire to explore and chart new territories. Giving young Chinese adventurers an immersive and high-tech experience with Tiguan.”
DDB China has been working on SVW business for over three years. Tribal DDB Shanghai and Mediacom are the digital and media agency partners for this campaign, respectively.
CREDITS:
Creative team: Nicholas Hong, Ricky chen, Artlan wang, Eggie Huang
Project management: Lothar Li
Account team: Gerald Hu, Janet Zhang, Doris Yang, Gary Gan, Cicely Cao, Stacey Li, Maggie Chiu
Digital agency: Tribal DDB Shanghai
Media agency: MediaCom
Explore: online
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