T-Roc Launch – “Born Confident”

Houbara Communications and Volkswagen Middle East

The Middle East market has a strong appetite for SUVs, a category Volkswagen entered with the Touareg in 2002. This year our challenge was to launch the T-Roc – a compact SUV – to build on this success. However, the launch coincided with the Covid-19 pandemic (March/April 2021) and many restrictions which we had to overcome. All traditional car launches had to be rethought and adapted and we had to make this new model relevant to an all-new audience for Volkswagen. It was essential to have a PR strategy that generated enough buzz around the arrival of the car that stood out amongst the competitors already in the compact SUV segment. Overall, the campaign delivered on many levels beyond the launch of the new T-Roc – brand building, community outreach and genuine relationships built with multiple stakeholders throughout that will serve to drive predisposition towards the Volkswagen brand into the future.