Volkswagen: Beetle spirit

This case study describes the launch of a new Volkswagen Beetle car model, which targeted young men in the UK with a direct mailing.

Volkswagen: Beetle spirit

Proximity London

The team

Jo Jenkins, Nick Moffat, Nick Hurst, Dan Wilkinson, Kristine Potter, Neeta Norton, Jo Powell, Alex Lamb.

How did the campaign make a difference?

The new 21st-Century Beetle was modern and sporty-looking – revamped for a younger, more male audience. For the launch Volkswagen had to prove that the iconic original hadn't just been reinvented for today, but also captured its roots in spirit. The campaign placed the new car in iconic scenes from history, showing that despite the edgier design, the new car's spirit made it blend in seamlessly.

What details of the...

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