The New Beetle fans are said to be young at heart and see the vehicle as an expression of creativity and fun. The “Let Your Creative Genius Shine” initiative is a online competition centering on car sticker design, in which winners can receive Apple Laptops. They can also have their dreams come true by having their stickers displayed in the New Beetle road show in cities across China.
The general public votes on the best pieces of work. So far, 3609 designs have been submitted. Volkswagen has also put emphasis on young talent, with campaign posters plastered across college campuses. More traditional communication media includes advertisements in dealerships, and online ad banners through MSN, Youku, Tudou, Sina and Sohu.
OgilvyOne handles the digital business for the New Beetle in China. Last year, Volkswagen defined the New Beetle as a more serious and fashionable icon; the automotive company is now re-directing the focus to a more playful and colorful tone.
The campaign will run till 15 October.
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Credits:
Project New Beetle Shining Campaign
Client Volkswagen (China) Import Co
Creative agency OgilvyOne, Beijing
Executive creative director Doug Schiff
Creative director Gina Sim
Art director Robin Hu
Copywriter Nikki Yang
Illustrator Jiming Zhang
Information architecture Ning Xiao
Account director Wendy Zhang
Account manager Phoenix Wang
Account executive Tracy Chen
Multimedia director Ryan Liu
Flash designers Jian Bu, Zhengyan Li
Tech programmer Mike Li
Project manager Echo Kong
Exposure Online, events
