Volkswagen has partnered with NOVA Entertainment to uncover and address what makes Australians anxious on our roads, as part of a responsive new campaign aimed at bolstering driver confidence and making the popular Tiguan SUV synonymous with safety.

Hello Confidence is a national study that explores Australia’s relationship with the road, fronted by a few familiar faces from Nova’s #1 Drive show – Kate Ritchie & Joel Creasey.

According to the study, less than half of all Australian drivers would describe themselves as completely comfortable behind the wheel. That lack of confidence isn’t in their own abilities though.

Cyclists, unpredictable weather conditions, and pedestrians ranked as the leading factors impacting driver confidence, with SUV drivers reporting higher levels of anxiety in these conditions than the average driver.

Volkswagen Brand Communications Manager Julie Scarff says, “We’re always trying to find new ways to connect with our consumers. This campaign was born out of a real human truth in that we all experience some form of fear or anxiety when we’re on the road and this partnership with Nova really brought those human truths out.”

Kate Murphy, NOVA Entertainment’s Commercial Strategy Director, also described the campaign as ‘the kind of work we love to do’.

“Insight-led creativity and real time responsiveness are increasingly core attributes of our best work. What sets the Tiguan campaign apart is that it successfully leverages our ability to create relevant conversation and personal connection with Australians.”

The campaign ran across the Nova Network as the exclusive audio partner, featuring social and native articles that highlighted the Tiguan’s ability to reduce anxiety by giving owners the tools and technology to fuel a more confident drive.