Campaign: T-Roc cabrio

Briefing summary:

Target Audience: The Volkswagen T-Roc Convertible is tailored for individuals who appreciate the finer things in life and demand nothing but the best. Our target audience includes high social classes, successful professionals, trendsetters, and those who seek luxury without compromise.

Marketing Strategy: To promote the Volkswagen T-Roc Convertible to high social classes, we will implement a programmatic DOOH marketing strategy that leverages targeted advertising in areas where upper classes are living.  Our approach will focus on sunny days  to suggest the thrill of open-air driving thanks to the retractable soft top of the T-Roc.



Objective: To effectively communicate the luxury and sophistication of the Volkswagen T-Roc Convertible to the target audience of upper-class individuals residing in municipalities with above-average fiscal revenues, leveraging digital inventory visible to passers-by in street and gas station environments.

1. Location-Based Targeting: Utilize the data provided by Statbel to identify municipalities with fiscal revenues above the national average (index 110 to 167). Focus our digital inventory deployment in these high-income areas to maximize exposure to the target audience.

The campaign will be programmed to activate only when the weather is sunny.

2. Digital Displays in the streets & at Gas Stations: Deploy digital displays showcasing captivating visuals and key features of the Volkswagen T-Roc Convertible at strategically selected street locations & gas stations in high-income municipalities.

Programmatic: Digital Street Brussels

Programmatic: Gas stations in Flanders

Programmatic: Digital Street Flanders

Programmatic: Digital Street Walloonia

*programmatic is not guaranteed, screens & contacts and CPM are best estimates and subject to change.