05 February 2013
Volkswagen starts digital campaign: Road trip in Hawaii with the Beetle Cabriolet
- New Beetle campaign is pilot project
- Six trendsetters share experiences in social networks
- Target groups activated via stories
- Other new features: Print and website
The Volkswagen marketing campaign for the vehicle launch demonstrates how the Beetle Cabriolet is inseparably associated with summer. For the first time, Volkswagen is integrating a real journey with the car that catches the lifestyle and mood of the present Beetle generation as one of the central elements in the campaign. Six well-known international trendsetters from the spheres of comedy, fashion, sport, photography or music, all of them with a large social network, share their experiences during the two-week tour in the Beetle Cabriolet.
They will be using several very different digital formats (video, blog, podcast, photos) and social channels (e.g. Facebook, Twitter, YouTube, Vice, Instagram, www.beetle.com/asap). The focus is on travel reports and information about the 50s, 60s and 70s special editions of the Beetle Cabriolet they will be driving on the tour.
“We want to engage and activiate key target groups with our new digital campaign and tell individual product stories that people can identify with and enjoy sharing with others”, Giovanni Perosino, Head of Marketing Communications at Volkswagen, explained. “The tour made by our six trendsetters will become a story about summer, freedom, adventure and lifestyle – and the Beetle Cabriolet embodies all of those.”
The activities accompanying the market debut of the Beetle Cabriolet also include the re-launch of the product website www.beetle.com from mid-February. Like the advertising motifs for the print media, the web platform also takes up the “As sun as possible” motto and features detailed information on the entire Beetle collection as well as a blog and a teaser on the road trip. At the same time, Volkswagen is launching a lucky draw on its Facebook page, where participants can win an “Endless Summer Tour” on Hawaii.
The BlackBoardBerlin and DDB Tribal agencies have budget responsibility for the campaign.
Information on the campaign
Digital campaign – Road trip
|Trendsetters:||Tayo Cittadella Jacobsen aka FAB
Duration: February 3 – 17, 2013
Location: Oahu, Hawaii
Social networks / Communication channels:
Volkswagen’s official Facebook and YouTube pages: www.facebook.com/volkswagen; www.youtube.com/myvolkswagen
Blog at www.beetle.com/asap
Social networks of the trendsetters: Twitter, Facebook, Instagram, YouTube
Vehicles: 50s, 60s and 70s editions of the Beetle Cabriolet
Program: Includes visit to the “Volcom Pipe Pro Competition” surfing spectacular in Oahu, Hula dance course on the beach, surfing courses with Catherine Clark, visit to a dolphin institute, visit to a cocoa plantation, participation in a course on Hawaiian cuisine, visit to a Volkswagen dealer in Hawaii
Creative agency: BlackBoardBerlin
Production company: Indiana Productions
Print ad motifs at: www.volkswagen-media-services.com > Beetle Cabriolet
Website at: www.beetle.de; www.beetle.com
Agency: DDB Tribal
Blog at: www.beetle.de/asap; www.beetle.com/asap
Original version of “Sunny” by Bobby Hebb, plus cover version by Tiziano Lamberti.
Available at: www.volkswagen-media-services.com > Beetle Cabriolet
Sales flyer and catalog at:
iPad catalog: In Apple App Store from week 10/ 2013
Agency: DDB Tribal (classic catalog); Vectorform (iPad catalog)
Spokesperson Corporate & Business
Phone: +49 (0) 53 61 / 9-87575
Fax: +49 (0) 53 61 / 9-57 87182