Volkswagen is launching an online campaign with The Times to promote its new Passat CC.
The campaign will focus on a newly created online hub on the newspaper’s website, devised by Tribal DDB London. It will star comedian Tony Hawk in six video podcasts, covering subjects such as wine and travel, which will be available to view weekly on the portal. It will also include editorial and user generated content.
The site aims to provide users with entertaining content that enables them to get involved by entering their own tips on how to streamline life.
Ben Clapp, Volkswagen’s creative director at Tribal, says: “The proposition, A Life More Streamlined, will resonate with this audience, which will recognise the hitches and annoy-ance we explore and appreciate the streamlined alternative.”
The video podcasts will be scripted by the author of the Grumpy Old Men books, David Quantick.
Tribal says the microsite will not feature product points about the car but instead will “allow users to explore the essential benefits of streamlining.”
The portal will link directly through the Volkswagen UK website where users can configure their own Passat CC, order a brochure or book a test drive.