VW New Beetle Launch
When the 21st Century Beetle arrived in showrooms, we built a launch campaign that created momentum and fandom leading up to the launch. People had been waiting for the launch of this car, we had to make it iconic, proud, daring, and above all, fun.
At prelaunch, we partnered with Oprah to giveaway 275 vehicles to her deserving audience. Next on the prelaunch was debuting the Beetle commercial during the Super Bowl featuring a literal black beetle racing wildly through a forest to a version of the rock tune 'Black Betty.' The spot ended with the beetle turning into a silhouette of the 2012 Beetle, hidden in shadows.
When the car was to be revealed we recreated the "Black Betty" spot where the shadows disappeared as the commercial was brought back with a new ending that revealed the car.
To sustain the launch another Beetle Spot, 'High Five' launched to show the whimsy, fun, and adventure you could have with this sporty car.
Beyond all of this, we created first of their kind media partnership with a Facebook / Time Square takeover, a YouTube first in breaking creative norms, and a custom game-integration on Xbox.
Highlights:
-
Massive platform worthy of the iconic status of Beetle - 9.27 million viewers
-
“2012 VW Beetle” #3 most searched Google term on the day of Oprah airing
-
Highest recall of any Super Bowl auto ad
-
Consideration increased from 20% to 29% (Nielsen)
-
14,000 views on vw.com/Beetle during the hour the spot ran on the Super Bowl
-
1,087,591 views for YouTube takeover
-
Significant growth in website traffic, leads and hand raiser activity
Press:
Agency Partner: Deutsch LA