Volkswagen x Pixar

How to position Volkswagen SUVs as the ideal vehicles for families of all sorts and personalities? Volkswagen's individual SUV campaigns were highlighting the great features of each car; however, they weren't collectively cohesive in positioning the brand's SUV lineup as the best for families. Pixar's "25 years celebration" was the perfect partnership to establish our new positioning.

An Opportunity:

"Pixar Fest" provided Volkswagen with a platform to increase brand awareness for families. By being part of the Disney • Pixar's communication, Pixar's audience were introduced to all of the brand's SUV lineup. This provided a very targeted approach in reaching families through content that they love.

5 Pixar feature films were chosen to showcase 4 VW SUVs and the families that drive them, to position the lineup as “Made for Families”. The first to launch was the Ramadan-focused VW Teramont x “The Incredibles 2” ads. The family is inspired by the heroes’ characteristics from the Pixar film, and over 2 ads, showcase two of the Teramont’s features.

The remaining 8 ads were launched throughout the year, 2 ads per SUV and Pixar film: Touareg x “Toy Story 4”, Tiguan x “Monsters University”, T-Roc x “Cars 3”, and another Teramont-focused ads inspired by “Finding Dori”, that push 2 additional car features; the Teramont being the flagship family car in the VW lineup.