VW Touran - David Beckham Academy


Volkswagen have a long-term global partnership for films with Universal Pictures. As a result some of their cars were featured in the Bourne Ultimatum movie released in the summer of 2007. But how could Volkswagen UK exploit this tie-up above all the noise surrounding the film?

The Bourne Ultimatum movie had broad appeal, but the key demographic was 18-34 year old males, a key target audience for Volkswagen. In order to remain relevant to this audience our strategy would remain brand (as opposed to product) focused and align activity as closely as possible to the movie. This audience spends a large amount of recreation time online and will interact and exchange with engaging content. The task then, was to create such a thing.

The Bourne Stunt Simulator…

VW Touran - David Beckham Academy