Volkswagen AG, the world’s fourth largest car maker, is gearing up for an integrated campaign. The campaign is aimed to promote the German auto maker’s first junior 4x4 Tiguan to the market.

Created by Proximity London, the drive intends to highlight the Tiguan’s compact SUV status. It is also part of the company’s plan to build consumer interest prior to the vehicle’s launch on February 1, 2008.

In the initial stage, the campaign targets the ‘hot’ prospects. It will include a direct mail pack that comes with an interactive USB stick.

The creative part of the drive builds an aerial cityscape out of the word ‘TIGUAN’, of which letter ‘I’ is a branded USB. The letter ‘I’ aims to illustrate how the Tiguan is at home in the city.

The USB stick and CD provides the recipients the chance to enjoy a virtual test drive through their PC. The digital content gives an interactive 360-degree view of the Tiguan. It comes with information hotspots for the recipients to discover the car’s features from all angles. A mailing will follow and will be sent to provide the information when the Tiguan is available in retailers for actual test drivers.

According to Sally Chapman, communications manager for large cars at VW, “The Tiguan introduces VW to a new sector in the market and it is important that we showcase the cars ability to potential customers in the launch communications.”

Looks like this campaign will make the showrooms packed with test drivers.