Tiger + Iguana = Tiguan
Showcasing creativity and innovation, CANAL+ BRAND SOLUTIONS and Volkswagen launched an outstanding campaign for the new Tiguan, featuring eye-catching 3D animation. The campaign was executed with the help of Re-mind PHD, its creative department Fuse, the DDB agency, and CANAL+ BRAND SOLUTIONS’ creative entity, CANAL BRAND Factory. The primary aim was to create an engaging campaign that highlights the unique origin of Tiguan’s name, derived from “Tigre” (Tiger) and “Iguane” (Iguana).
The campaign focused on a captivating TV advertisement where a tiger and an iguana come to life through 3D animation. These animals emerge from a Digital Out-of-Home (DOOH) poster placed on the façade of a building designed by Bechu et Associés and wander into the street, capturing the audience’s attention.
In a surprising twist, the tiger and iguana also appeared in commercials for other brands such as Uber Eats, Deezer, and ManoMano, which are clients of Omnicom Media Group. The partner brands also recognised that tiger and iguana appearances brought more visibility and recognition to their brands. This integration created a unique and cohesive storyline across different advertisements, culminating in the reveal of the Tiguan’s name origin (Tiger + Iguana = Tiguan) before transitioning to the new Tiguan spot.
On the myCANAL platform, the campaign utilised a pre-roll format where the animals roamed the homepage before the Volkswagen spot played. In cinemas, the tiger and iguana were brought to life within the UGC and Grand Rex opening sequences, providing a captivating and memorable experience for cinema audiences.
Key objectives of the campaign
- Create brand awareness: Increase visibility and recognition of the new Tiguan model.
- Engage the audience: Use innovative 3D animation to captivate and entertain the audience.
- Highlight the origin of the name: Inform consumers about the unique name “Tiguan” and illustrate its origins.
Innovation & Strategic Collaboration
The campaign ran from 3 to 19 March across CANAL+ Group ecosystems and in UGC and Grand Rex cinemas. The innovative use of 3D animation and cross-media integration helped create a buzz and engage a wide audience, effectively promoting the new Tiguan.
This fascinating campaign for the new Tiguan stands out as an exemplary case of innovative and immersive advertising. By using advanced 3D animation and integrating the campaign across various media platforms, Volkswagen not only increased awareness of the new Tiguan but also created a memorable and engaging experience for consumers, effectively communicating the unique origin of the model’s name.
Leveraging innovation in advertising through 3D animation and cross-media integration, CANAL+ BRAND SOLUTIONS and Volkswagen executed a successful campaign, driving brand awareness and consumer engagement. Strategic collaboration with multiple creative and media agencies significantly enhanced the execution and reach of the campaign. The campaign demonstrated that crafting a compelling story that effectively communicates the essence of a product’s name can deepen consumer connection and boost audience interest.
OTHER CASE STUDIES
UNBOXING THE FUTURE: TURNING SWEEPSTAKES INTO AN IMMERSIVE AR EXPERIENCE
11. 9. 2025In summer 2025, RTL AdAlliance in Austria reimagined the traditional sweepstakes by transforming it into an interactive Augmented Reality experience. Instead of waiting for a prize in a physical package sent to be to the winners, participants could place a virtual gift box in their own living room via smartphone and unbox it themselves. What… Continue reading DRIVING CREATIVITY: VOLKSWAGEN AND CANAL+ BRAND SOLUTIONS’ TIGUAN CAMPAIGN
SPOTDELI: A UNIFIED PLATFORM FOR COMMERCIAL DELIVERY IN DUTCH TELEVISION
17. 7. 2025In a major step toward modernization and efficiency, Screenforce has collaborated with TV broadcasters in the Netherlands and have launched SpotDeli, a centralized platform for submitting TV commercials. Developed by Screenforce and MediaLab, SpotDeli has become the exclusive gateway for delivering commercials to major Dutch sales houses, including Ster, Talpa Network, and Ad Alliance. This… Continue reading DRIVING CREATIVITY: VOLKSWAGEN AND CANAL+ BRAND SOLUTIONS’ TIGUAN CAMPAIGN
MADE IN AUSTRIA – MADE FOR AUSTRIA
16. 7. 2025A Unified Media Front for Austria’s Advertising Ecosystem In a historic first, Austria’s entire media industry, public and private broadcasters, alongside print and digital publishers, have launched a joint campaign to assert the value of local media to the nation’s economic and democratic health. The Austrian Broadcasting Corporation (ORF), the Association of Austrian Private Broadcasters… Continue reading DRIVING CREATIVITY: VOLKSWAGEN AND CANAL+ BRAND SOLUTIONS’ TIGUAN CAMPAIGN
ITV EMBRACES YOUTUBE AS A STRATEGIC DISTRIBUTION AND COMMERCIAL CHANNEL
24. 6. 2025In a decisive shift away from legacy broadcast-only models, ITV fully integrated YouTube into its content and commercial strategy throughout late 2024 and early 2025. Rather than using YouTube purely as a promotional channel, ITV transitioned to treating the platform as a core pillar of its distribution architecture, publishing full-length episodes, launching thematic channels, and… Continue reading DRIVING CREATIVITY: VOLKSWAGEN AND CANAL+ BRAND SOLUTIONS’ TIGUAN CAMPAIGN
ADS & DATA X SPA REINE ECO-PACK: UNLOCKING INCREMENTAL REACH THROUGH DATA-DRIVEN TV TARGETING
22. 5. 2025SPA Reine’s Eco-Pack campaign with Ads & Data sets a new benchmark in media innovation by combining linear TV with Addressable TV (Smart AD) to deliver incremental reach and optimize frequency. In a still water category under growing pressure from tap water and price-driven private labels, SPA Reine worked with Ads&Data to reaffirm its leadership… Continue reading DRIVING CREATIVITY: VOLKSWAGEN AND CANAL+ BRAND SOLUTIONS’ TIGUAN CAMPAIGN
ATRESMEDIA PUBLICIDAD’S FREQUENCY OPTIMISER
21. 5. 2025Frequency Optimization in Connected TV Advertising Atresmedia Publicidad has introduced the Frequency Optimizer, a new technology solution aimed at improving the effectiveness and efficiency of advertising in connected television (CTV). The system utilizes HbbTV (Hybrid Broadcast Broadband TV) technology and a sophisticated ad-serving platform to manage and control ad frequency in real time, an advancement… Continue reading DRIVING CREATIVITY: VOLKSWAGEN AND CANAL+ BRAND SOLUTIONS’ TIGUAN CAMPAIGN
AD MANAGER BY RTL ADALLIANCE – A UNIQUE GATEWAY TO EUROPE’S PREMIUM DIGITAL VIDEO INVENTORY
17. 4. 2025A unique gateway to Europe’s premium digital video inventory RTL AdAlliance has introduced AdManager, a self-service advertising platform that enables advertisers to directly purchase premium digital video inventory across multiple European markets. The platform consolidates access to Connected TV (CTV), Broadcaster Video-On-Demand (BVOD), and online video inventory within a single, user-friendly interface. It’s a first-of-its-kind… Continue reading DRIVING CREATIVITY: VOLKSWAGEN AND CANAL+ BRAND SOLUTIONS’ TIGUAN CAMPAIGN
A VEVO & CHANNEL 4 STUDY – UNLOCKING THE POWER OF PREMIUM
17. 4. 2025Amid ongoing industry discussions around the definition of premium content and the role of global streaming platforms within the broader “TV” ecosystem, Vevo, the world’s leading music video network, which distributes the largest network of premium music channels on YouTube, has released a new study. The research conducted by Amplified Intelligence offers valuable insights into… Continue reading DRIVING CREATIVITY: VOLKSWAGEN AND CANAL+ BRAND SOLUTIONS’ TIGUAN CAMPAIGN
THE MAGIC OF REPETITION: MAXIMISING THE IMPACT OF ADVERTISING
26. 3. 2025In a world where distractions are everywhere, grabbing consumers’ attention feels like trying to catch lightning in a bottle. From scrolling through social media while watching TV to listening to the radio while driving, consumers are often distracted. This presents a unique challenge for advertisers: how can we connect with an audience immersed in multitasking?… Continue reading DRIVING CREATIVITY: VOLKSWAGEN AND CANAL+ BRAND SOLUTIONS’ TIGUAN CAMPAIGN
TELETEST 2.0: AUSTRIA’S NEXT-GEN TV MEASUREMENT
21. 3. 2025Teletest 2.0 is Austria’s new TV measurement system, developed by AGTT, which significantly enhances the way TV viewership and ad reach are measured. It introduces a new audience panel with 100,000 synthetic people meter participants, significantly increasing accuracy and depth of audience measurement, enabling real-time data collection and improving data quality across the Austrian television… Continue reading DRIVING CREATIVITY: VOLKSWAGEN AND CANAL+ BRAND SOLUTIONS’ TIGUAN CAMPAIGN
THE STREAMCASTING CHALLENGE AND THE BATTLE FOR AD-TENTION
21. 3. 2025The Italian media Sales Houses Association (FCP), in collaboration with Politecnico Milano and Nielsen, has conducted an in-depth industry study titled ‘’The Streamcasting Challenge and the Battle for Ad-Tension’’. This research explores the evolving dynamics of total audience measurement across broadcasting and streaming platforms, with a particular focus on ad-tention, the quality and quantity of attention… Continue reading DRIVING CREATIVITY: VOLKSWAGEN AND CANAL+ BRAND SOLUTIONS’ TIGUAN CAMPAIGN
ADS & DATA: LEVERAGING BEHAVIOURAL AND CONTEXTUAL INSIGHTS FOR SMARTER ADVERTISING
14. 2. 2025In today’s fast-paced digital landscape, Interest Targeting has been pioneered by Ads & Data. This involves leveraging behavioural and contextual data to serve the most relevant ads. This business case looks at how Ads & Data use this to advertise thereby enhancing campaign performance on their display and shortform platform. With the prospect of developing… Continue reading DRIVING CREATIVITY: VOLKSWAGEN AND CANAL+ BRAND SOLUTIONS’ TIGUAN CAMPAIGN