The campaign, entitled ‘Move up to the new life’, looks to appeal to audiences who are looking for stability through a new job, new house, new partner and a new car. According to Nurun, the creative agency behind the launch, the campaign specifically targets 28- to 35-year-old urban professionals at a turning point in their lives.
It is the first time FAW-VW has launched a campaign site that promotes interaction between the product and its target audience. The site offers interactive features that attempt to engage viewers by having them define what they look for in creating a new life.
The campaign will run until the end of the year and hypes the Chinese launch of the new Bora - an edition of the brand’s Jetta - which can be pre-ordered online through the campaign’s site.
