To launch the new Touareg as a serious luxury SUV contender, Volkswagen has partnered with BBC Global News’ content marketing division, BBC StoryWorks, in a branded content series exploring new and emerging standards of luxury.
The series titled ‘Necessary Perspectives’ interviews pioneering creatives and entrepreneurs who are evolving standards of luxury across design and technology.
Says Kyle McSweeney, business director at PHD: “We’re excited to work with the BBC to showcase the exceptional design and technology of the new Touareg. Being able to draw on parallel insights from Australia’s best design, innovation and technology thinkers has helped cement Touareg as a class leading luxury SUV worth considering.”
The series forms part of a larger campaign created by PHD and DDB Sydney exploring how our standards of luxury are always evolving and positioning the new Touareg as the ‘New Necessary’.
Says Bree Fedele, senior content strategist at BBC StoryWorks: “The insight-led nature of PHD’s brief complemented our own deep understanding of our audience and allowed us to marry the two to create a springboard for how we would bring the “New Necessary” story to life. Recognising that luxury is in the eye of the beholder, we sought a range of different perspectives from creatives and entrepreneurs who are inspiring a new standard of luxury. Our branded content series Necessary Perspectives is a reflection of our audience’s interest in design & technology; two pillars that really speak to those looking for a distinctly premium experience.”
Julie Scarff – Brand Manager SUV – Volkswagen
Kyle McSweeney – Volkswagen Business Director – PHD
Mitchell Long – Head of Strategy – PHD
Bree Fedele – Senior Content Strategist BBC
Mandy Whatson – Managing Partner DDB