Yes, the World Cup has produced a sponsorship advertising tsunami. So a little Tiguan called Tiggy is travelling across the US as Johannes Leonardo’s distinctively different World Cup campaign for Volkswagen. The toy-sized remote controlled Tiggy, with a football protruding from its roof, is the partners’ way to highlight grassroots soccer culture – through activations in Chicago, Los Angeles and digital fan experiences. Rather than competing with the huge activations of other brands to be visible, Volkswagen’s social and activation campaign relies on agility, reawakening the little car that delivered match balls inside the stadium at the Euro 2020 tournament and moving from city to city. Now unleashed on the open road, it’s taking fans on a journey across the US to embed Volkswagen in American soccer culture.

The Tiguan was chosen for this journey because it is one of Volkswagen’s top-selling vehicles in the US and it represents the idea that “anybody can drive like somebody”. With this campaign twist, Tiggy The Tiguan is showing that soccer can be played by anyone, anytime, anywhere.

To prove that point, Tiggy will play in:

• A free Venice Beach Soccer Tournament: VW is sponsoring a USSF doubleheader at Venice beach in LA featuring the US Men’s and Women’s National Beach Soccer Teams, where Tiggy will deliver the official match ball and tickets are free.
• A VW x Street FC Street Soccer Initiative: VW unveiled a brand-new street soccer court and hosted a street soccer tournament with Street FC in Chicago.

• Social reporting from the road: Tiggy will provide the at-home fan with real-time ‘wheels on the ground’ access across Instagram and TikTok, featuring behind-the-scenes entry to exclusive fan houses, including the US Soccer House in Venice Beach. Fans who meet Tiggy along the journey will get access to exclusive merch and prizes.