DDB China launches Tiguan online journey

DDB China Group has developed a digital journey for Volkswagen’s Tiguan that aims to increase customer interaction and to enable them to experience the advanced functions of the new Tiguan 2012 Edition. As part of an integrated campaign linked to the TVC program ‘Tiguan Tour’ , DDB China Group has launched an online interactive game called named ‘Tiguan, live the journey beyond’,

Experience the journey in the new Tiguan

The game recreates the TV journey by allowing users to check-in to actual physical locations through their SNS accounts (Weibo, Renren, Jiepang) to collect miles. Each mile collected will contribute to their symbolic journey to a new city, moving their own customizable Tiguan forward in the game. In each new city they enjoy the rich landscapes of various destinations in China via videos and images can play games to collect actual prizes, which include adventure gears, USBs and car accessories.

The campaign brings excitement to users’ ‘everyday unchanging lives’ as each physical movement and check-in symbolizes something more. With a different video and game at every new ‘pit stop’, the interface lets consumers experience the journey indirectly through the campaign. Along the way, players will be educated on the full extent of the car’s remarkable new features, TSI, ESP, 4MOTION and PLA.

Based on DDB’s 6 degrees idea of Social Creativity, the new campaign could also be used for social networking, encouraging users to collaborate, participate and pass on to their friends.

Play: Users can experience and explore the new Tiguan 2012 Edition through an online imitation journey and can play games educating them on the features: TSI, ESP, 4MOTION and PLA.

Participate in: Users experience the new Tiguan 2012 Edition and its features online, participating in games, which gives them a chance to win one of four adventure prizes.

Pass on: Players connect through their SNS: Weibo, Renren, Jiepang and can invite friends to collaborate with them on this journey.

Credits:

Creative team: Nicholas Hong, Ricky Chen, Artlan Wang, Eggie Huang

Account team: Gerald Hu, Janet zhang, Doris Yang, Gary Gan, Cicely Cao, Stacey Li, Maggie Chiu