Volkswagen | T-Roc

Rock music is at the heart of the campaign, chosen to express the SUV’s strong attitude
and connect with its target audience. The communication is structured in two phases,
launch and pre-launch, with music acting as the consistent thread across the entire campaign.

The launch phase started this month, built around the key message “Strong character, hybrid soul”,
and closes with the line “Those born with a rock soul always recognize each other.”