GUARDIAN | VOLKSWAGEN

The objective: This 360 advertorial campaign aimed to increase affinity and consideration of the VW Touareg by positioning it as their most future-thinking car yet.

My role:
I collaborated with an in-house team of up to 30 people along with several photography, video, and illustrators to deliver the following campaign across 10 weeks:

1 x illustrated cover wrap with a scannable code opening up an AR experience
4 x videos
2 x photo galleries
5 x digital articles
1 x print DPS
Guardian social media posts and promotion
Guardian-hosted native advertising and merchandising with A/B testing
VW branded roadblocks around content with A/B testing of creative

I worked with the creative team on the initial illustrated concepts for the cover wrap right to the end of campaign report.

I created weekly status reports tracking KPIs across digital, video, and social.

The outcome:
A $500k overall budget with a $45k social media spend across 10 weeks led to 600 unique users and 950k+ video views.
Research indicated 19% of those who recalled the campaign are more likely to purchase the Touareg.