Volkswagen Middle East Launches 'A Different Kind of Love' Campaign

Volkswagen Middle East has unveiled its latest marketing campaign titled 'A Different Kind of Love,' aiming to connect with consumers by emphasizing the emotional and lifestyle aspects of its SUV offerings. Launched on July 25, 2025, this initiative seeks to position Volkswagen SUVs as more than mere vehicles; they are portrayed as reliable companions that enhance life's significant moments.

The campaign was developed in collaboration with Cheil, a renowned creative agency, and produced by Create Production. According to Yasmin Acherir, Account Director at Cheil, the campaign is inspired by the idea that love manifests in diverse forms. 'We developed our campaign to celebrate and support the unique expressions of love resonating with our audience,' she stated. This approach aims to establish a meaningful connection with consumers by acknowledging their passions and commitments.

The campaign comprises four advertisements, each tailored to highlight the distinct features of Volkswagen's SUV lineup. For instance, the Tiguan is marketed towards adventure seekers, while the Teramont targets larger families with its spacious design. The premium Touareg is aimed at consumers who prioritize comfort and style in their vehicle choice.

Acherir explained that the campaign's narrative revolves around the sentiment 'It’s a Different Kind of Love,' showcasing everyday moments in which individuals engage with their vehicles—be it daily commutes or weekend outings. This emotional storytelling aims to resonate with consumers' experiences and values.

Volkswagen Middle East's strategy includes a phased approach to content delivery, featuring tailored messages for each SUV model. 'Our relatable stories highlight the unique strengths of each vehicle, effectively engaging potential customers,' Acherir noted. The campaign is divided into two phases focusing on popular lifestyle themes such as sports, food, and road trips.

The campaign will be rolled out across seven markets: the United Arab Emirates (UAE), Saudi Arabia (KSA), Kuwait, Qatar, Bahrain, Oman, and Jordan, and is expected to run for six weeks, with the second wave commencing in early September.

In terms of metrics, the initial phase has shown promising results, amassing 98 million impressions and 30 million video views, achieving a video completion rate of 34% within just three weeks of launch. Madlen Gruschka, Brand Marketing Manager at Volkswagen Middle East, emphasized that the campaign employs a comprehensive full-funnel strategy, measuring key performance indicators throughout the customer journey. 'We focus on various stages, including reach, engagement, and lead generation for test drives,' she explained, indicating a month-on-month improvement of 26% in cost per lead.

The collaboration with regional influencers, including Lea Sfeir and Kat Lebrasse, further amplifies the campaign's reach and resonance. This strategic alignment is anticipated to enhance Volkswagen's brand presence in the competitive Middle Eastern automotive market.