Volkswagen campaign aims for fashion appeal

Volkswagen’s agency-of-record for Greater China - independent shop DMG - is targeting the mainland’s fashion-savvy and individualistic 30-somethings with a playful campaign pivoting on the Beetle’s design, running across print, online, a coffee table book and experiential events in cities such as Beijing, Shanghai, Guangzhou and Hangzhou.

The original Volkswagen Beetles were discontinued in 2003; the New Beetle, launched in 1998, take a lot of design cues from the iconic original, while changing some significant features such as motor placement. This continuity is emphasised by the DMG campaign.