|Product / Service||VW BEETLE|
|Category||A02. Best Use of Magazines/Newspapers|
|Entrant||DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND|
|Entrant Company||DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND|
|Advertising Agency||DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND|
|Media Agency||SPACESTATION Auckland, NEW ZEALAND|
|Ellie Hackshaw||Ddb Group New Zealand||Account Executive|
|Lara Christie||Ddb Group New Zealand||Account Manager|
|Susie Darling||Ddb Group New Zealand||Account Director|
|Scott Wallace||Ddb Group New Zealand||Group Business Director|
|Sasha Arandelovic||Ddb Group New Zealand||Creative|
|Kevin Bachtiar||Ddb Group New Zealand||Creative|
|Natalie Knight||Ddb Group New Zealand||Creative Director|
|Gavin Siakimotu||Ddb Group New Zealand||Creative Director|
|Andy Fackrell||Ddb Group New Zealand||Executive Creative Director|
With no seeding budget and over the four weeks of the campaign we reached close to 3million people, which is almost ¾ of New Zealand. Volkswagen NZ’s Facebook fans grew tenfold, we exceeded our target and The Beetle sold out even before it arrived in the country. More importantly the icon was talked about again. Especially by our lucky winner.
Because we needed to create awareness that the iconic shape was back we took out a classified ad in a newspaper which has the country’s highest circulation - the New Zealand Herald. We placed our ad in the classifieds section to target people already looking for a new car and direct them to our Facebook promo. We also ran a full page press ad to highlight and celebrate the best Beetleing pictures submitted by our Facebook fans.
We wanted to turn the Volkswagen Beetle from a nostalgic memory to a 21st Century icon. Our task was to launch the 2012 Volkswagen Beetle and create awareness that the iconic shape was back. So we created Beetleing - the act of imitating the Beetle’s iconic shape in an unlikely or unusual location. Volkswagen NZ’s Facebook page provided an incentive, by way of a promo where people could ‘Beetle to win The Beetle’ and share Beetleing with their friends. With a current Facebook fan base at around 2,000, we were given the ambitious task of 20,000 new fans. We and the client believe this was a relevant and unique way to promote the new shape of The Beetle that also embodied the fun value of the Beetle brand.