| Title | VOLKSWAGEN. DAS AUTO. SHOW 2012 & BEETLE LAUNCH |
| Brand | VOLKSWAGEN GROUP MALAYSIA |
| Product / Service | VW BEETLE |
| Category | A01. Event & Field Marketing |
| Entrant | DVP CHINA EVENTMARKETING Shanghai, CHINA |
| Entrant Company | DVP CHINA EVENTMARKETING Shanghai, CHINA |
| Advertising Agency | DVP CHINA EVENTMARKETING Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Andrea Barcaro | Dvp China | Creative Producer |
| Jiao Feng | Dvp China | Project Manager |
| Liu Si | Dvp China | Project Manager |
| Bauke Lodewijk | Dvp China | Project Manager |
| Fransiska Weckesser | Dvp China | Vice General Manager/Account Director |
| Tiphaine Lebreton | Dvp China | Project Director |
| Martin Van Der Werff | Dvp China | Creative Director |
| Remi Oerlemans | Dvp China | Creative Director |
| Rob De Vries | Dvp China | Ceo/Head Of Creation |
| Paul Grootings | Dvp China | Managing Director |
The Beetle. The Icon of the Volkswagen brand arrived in Malaysia. Volkswagen Group Malaysia yearly presents a remarkable brand experience for their customers with the Volkswagen Das Auto Show. The objective was to combine these two events and involved the potential customers in it through promotional approaches.
We positioned The Beetle in an emotional build-up where famous Malaysian icons were interviewed. The audience was touched by the story, wowed by the overall show before they continued into the brand experience. In the Volkswagen Das Auto Show several interactive experiences, a talking Beetle, photo-opportunities and an integrated social media campaign could be enjoyed.
From 9th August until the 25th September, VW corporate website attracted 400,378 unique visitors. The Icon Is Back website attracted 297,944 unique visitors. On Facebook, VW Malaysia went from around 20,000 to around 70,000 likes, a growth of 250%. Three trailer videos were released on Facebook. 96,2% of the reactions were positive. In total, the videos were viewed 146.590 times. KPI for the videos were set on 75.000 views*(1). During the 2 public days the event took place, we hosted 7,318 guests in total, with 457 people average. Overview: *(2) Channels Number of clippings Print 52 Online 74 Broadcast 6 *(1) Source: Volkswagen Group Malaysia Marketing *(2) source: VW Malaysia, Fleishman Hillard
With the creation of this event and the public shows we created a platform for Volkswagen to bring the new Beetle to the public and to communicate their brand. Visitors of the event were taken on a journey through two different halls, one hall where they would experience an emotional reveal show of the New Beetle, and the other hall, where they could experience the different segments from the Volkswagen brand by themselves. This method of promotion was perfect, since guests could plan their own experience, but with every aspect of the event they were experiencing the Volkswagen brand.