Beetle Mania

Michiel Cox and Jamie Barrett

Campaign details

Brand owner: Volkswagen New Zealand
Agency: DDB Group New Zealand, Spark PHD New Zealand, and SpaceStation
Brand: The 21st Century Volkswagen Beetle
Country: New Zealand

Executive summary

This case study shows how Volkswagen, by putting social at the heart of the campaign, got the whole of New Zealand to spread the word about the new Beetle on their behalf, then got them out onto the road to advertise the product; all of which generated huge sales and earned back the campaign costs many times over.

To create demand for the '21st Century Beetle' Volkswagen needed to get people talking, and in 2013 New Zealanders were talking online.

The ever-popular Volkswagen Beetle was about to speed into New Zealand's showrooms.