Volkswagen and Nova Entertainment launch new campaign via PHD

Volkswagen has partnered with Nova Entertainment to uncover and highlight the attitudes and anxieties driving Australians on our roads, as part of a new Tiguan campaign aimed at bolstering driver confidence and making the popular SUV synonymous with safety.

Nova Entertainment, in partnership with The Lab, launched ‘Hello Confidence’, a national study that explores Australia’s relationship with the road, fronted by Nova’s Drive show hosts – Kate Ritchie and Joel Creasey.

The ‘Hello Confidence’ research will be used to shape further brand product campaigns, across TV, digital and social.

The responsive campaign will run across the Nova Network as the exclusive audio partner, featuring cobranded content, social, and native articles that highlighted the Tiguan’s ability to alleviate anxiety by giving Australians the tools and technology to fuel a more confident drive.

The survey findings were then used to tailor responsive messaging across all audio and digital creative that directly addressed the specific concerns of Australian SUV drivers, down to the individual tech and safety features that matter most to the Tiguan target audience.

According to the study, less than half of all Australian drivers would describe themselves as completely comfortable behind the wheel. That lack of confidence isn’t in their own abilities though – it’s in the factors outside of their control.

Cyclists, unpredictable weather conditions, and pedestrians ranked as the leading factors impacting driver confidence, with SUV drivers reporting higher levels of anxiety in these conditions than the average driver.

When it came to alleviating that anxiety, the study found SUV drivers relied more heavily on the support and sophistication of their vehicles than other drivers.

78% flagged in-car features (namely reverse cameras, park and side assist and cruise control) as the single-most critical factor in building their confidence on the road – feedback which was able to be directly and immediately incorporated into campaign messaging.

Volkswagen’s agency, PHD, business director, Dixie Garcia, said: “We didn’t want to just talk about the great features of the new Tiguan – we wanted an idea that really spoke to those moments of road anxieties, because they feel so relatable to so many people. This campaign allowed us to cut through and speak to consumers about the Tiguan in a way that resonates.”

Volkswagen’s brand communications manager, Julie Scarff, commented: “We’re always trying to find new ways to connect with our consumers. This campaign was born out of a real human truth in that we all experience some form of fear or anxiety when we’re on the road and this partnership with Nova really brought those human truths out.”

Nova Entertainment’s commercial strategy director, Kate Murphy, described the campaign as “the kind of work we love to do”.

“Insight-led creativity and real time responsiveness are increasingly core attributes of our best work. What sets the Tiguan campaign apart is that it successfully leverages our ability to create relevant conversation and personal connection with Australians. It’s great to work with brands and agencies like Volkswagen and PHD who share our desire to explore the full potential of audio to creatively differentiate brands.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.