Daniel Bates

Abby Christensen
Thomas Graham

Alexis Halladay
Whitney Thomas
Sean McGowan

Table Of Contents
2012 Volkswagen Beetle
advertising campaign
Wieden + Kennedy

Daniel Bates
Abby Christensen
Thomas Graham
Alexis Halladay
Sean McGowan
Whitney Thomas

Executive Summary

Situation Analysis

Advertising Strategy

Creative Plan

12

Media Plan

19

Promotion

21

References

22

Executive Summary
This campaign was designed for Ben, a 33 year old male. He is unmarried but has been dating his
girlfriend for two years, putting off major commitment. Ben expresses himself and his independence
in every way possible, through his attire, where he lives, and what he uses. Ben longs for a classy,
sophisticated vehicle that he can be proud of driving and that has the ability to express who he is. Ben
was the inspiration and point of reference in developing our strategy, product, and advertisements.
We addressed our main concern first: poor positioning for the male demographic. We believe that totally
repositioning the Beetle will show people like Ben that this car is for them as well, breaking a barrier with
the last Beetle model. Our most important goal is to win back the support and respect of males, while
increasing the perception in all consumers minds that the Beetle is the peoples car.
To meet this goal, we built a strong campaign targeting males. Our advertisements portray the 2012
Beetle more as a masculine car. We also advertise the customizable capabilities of the Beetle to match
the personality and character of the driver, with essentially the car and its driver being mirror images of
each other. We hit this idea hard in the nose with the tagline Drive what you are.
We take full advantage of all advertising mediums to reposition the Beetle and regain the love and trust
from a love bug group that has been on the decline in recent years. We must redefine ourselves and
the Beetle name and submerge from the competition. Thus our efforts must be seen, heard, and felt
everywhere if we wish to attain these objectives.

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Situation Analysis
Nearly four decades later, Volkswagen has pumped out over
21 million Beetles and increased its reputation to be a world
leader in market value.
In fact, in 2008, Volkswagen shares rose as much as 93.3
percent, giving it a market value of 296 billion Euro ($376
billion), surpassing the $343 billion Exxon Mobil Corp
(XOM.N). [1]

automaker past Daimler AG and Honda Motor Co. and to

halve the lead that Toyota had over Volkswagen in 2010. [2]
VWs climb was fueled by substantial global growth by all its
brands, while Toyota, Daimler and Honda all took hard hits
due to economic factors or natural disasters. [2]

At the end of 2011, Volkswagens market capitalization

increased to $70.1 billion from $66 billion in 2010. The
six percent increase was enough to push Europes largest

Situation Analysis
Company and Brand Background
German-made since 1938, the Volkswagen Beetle, coined
the peoples car, has proven its reliability and quality
throughout history.
In 1946, Volkswagen produced 1,000 cars a month in a
factory heavlily weathered by WWII. By 1955, production of
the Type 1 (Beetle) Volkswagen reached 1,000,000.
Although the Beetle was becoming outdated, during

the 1960s and early 1970s, through American exports,

innovative advertising, and a growing reputation for reliability,
production figures surpassed the previous record holder, the
Ford Model-T.
It was on February 17, 1972 when Volkswagen could
officially claim the world production record for the mostproduced, single make car in history. By 1973, total
production was over 16 million.

trengths

Acquainted with safety

The Beetle Club

Technologically advanced

Gas mileage

Great sport car market

New design attracts a more

masculine audience

Customizable interior

Diesel: 29/40 mpg

Turbo

eaknesses

Teenage girl stereotype

Recalls in 2nd
generation models

Loss of past faithful

customers

Brand Evaluation
Longevity: Longest running

Attractive design

pportunity

Familiarity with brand name

Situation
Analysis
Situation
Analysis

Situation Analysis

Small in size, not utilitarian

Decrease in market share
with similar models

hreats

Mini Cooper

Fiat

Scion TC

2nd generation position in

consumers minds

manufactured single design

Over 21 million Beetles

produced

Memorable design, iconic build,

and trendy

2nd generation Beetle

dissmissed as a girly car

Appeal to a nostalgic ride

Diesel optional
Statement-making
independence

At first glance, the Beetle seems

Inside, youd swear this was a

like an oddity. Do shoppers want

stout coupe instead of a Beetle...

another nostalgia-laden two-door

Theres decent legroom behind the

hatchback? But the cars high-

front seats, and even with a flat roof

quality interior and style, plus its

theres plenty of headroom. Still,

competitive price, mean it can go

theres some playfulness the

toe-to-toe with the Mini Cooper,

gigantic fuel gauge, the new dash

offering a more civilized driving

glovebox that can only fit napkins

experience - if not as much fun

but overall, the Beetle feels weirdly

behind the wheel.

normal. A Mini Cooper is an insane

[3]

- Warren Brown

asylum where nothing, not even the

window switches, makes any rational
sense.

[4]

- Clifford Atiyeh

Situation Analysis

brand evaluation

Situation Analysis

continued

The 2012 Beetle is a car thats a little less cute but a lot more functional. The redesigned car is longer, wider, lower
and has more upright A-pillars. This gives the Beetle more classic proportions, along with more legroom, a bigger
trunk and a more natural driving position. The interior design has been redone to be modern without losing the
Beetle heritage. The Beetle gets the same sensible electronics features and control interface that you see elsewhere
in the VW lineup, including Bluetooth, auxiliary plug and MDi cable, and a navigation system.
The redesigned 2012 Volkswagen Beetle has the traditional look that will appeal to the Beetle faithful, but sports a
modern visual that should attract new buyers into the Beetle fold.
The Beetle name has a great deal to offer, including the longest-running manufactured single design. Its design is
memorable, its build is iconic and its known around the globe. Whether for nostalgia or for the classic image that has
proven itself worthy over time, the Volkswagen Beetle is a car for the people, wherever the people are.

Problem
For the past ten years, the Beetle

This time around VW turns to a

We believe that advertising the

has been known to occupy more

sharper exterior design and interior

following items will solve the

sorority parking spots at more of

makeover (taking out the bud

teenage girl car mentality.

our nations colleges [5] than VW

vase) making it deliberately more

Turbo power

would like to admit.

masculine.

Optional customizable interior

In plain terms, the Beetle has been

Salvaging the iconic image of the

Interior high-quality and color

accented layout

known as a car that girls drive,

Beetle, VW makes this redesign

Diesel fuel

not really appealing to a broad

appealing to males while still

demographic.

keeping the female deomographic

Design drawn more from the

orginal Beetle

interested.

Option for 19 inch heritage

wheels

Advertising Plan & Strategy

Advertising Plan & Strategy

Audience analysis
Other Competitors

objectives
1. Reposition to the male
demographic

FIRST: Reposition

2. Bring back the

peoples car

a more sophisticated

3. Advertise in all mediums,

the majority being
targeted at males

the stereotype of the

teenage girl car, to
vehicle for a middleaged male who seeks for
ways of expressing his
independence.

SECOND: Promote

THIRD: Publicize

peoples Car. In this

take advantage of all

the 2012 Beetle as the

completely their own.

Similar to personal style,

Beetle is able to show the
world who they are.

Starting Price: 15,550

Mileage: 30 City, 38 Hwy

Brand Longevity: 23 years

Lives with girlfriend of two years

consumer:

Age: 28-55

Down-to-earth personality

Scooter

Art Director, Median Pay: $80,630

Politically involved

Public transportation

Job size in 2010: 73,900 [6]

Health sensative, exercises

Walking

Similar Occupations: Fashion

Independent-minded

Riding a bike

Designer, Multimedia Artist, Exhibit

and Set Designer [6]

Prefers his collared shirt (top button

optional), skinny tie, cardigan, and
sued Sandstorms

the male demographic

Product Use

Psychographics

Geographics

opportunity to see how

Ben chooses quality over quantity.

Graphic designer

Ben often lives in the heart of bigger

by giving them an

the new Beetle fits their

lifestyle.

He wants a product that will last a

Freelance photographer

cities, but is not restrained there. He

long time and perform at its best

Listens to Indie music

doesnt need a lot of space, in fact, a

when he needs it to.

Sundance Film Festival enthusiast

studio apartment is a good fit.

Creative cook

competitive analysis
Fiat 500

Male/Benjamin (Ben)

mediums, and appeal to

drive a vehicle that is

the owner of the 2012

Lifestyle

For the environmentally friendly

as much as possible,

sense our target will

Demographics

Scion TC

Starting Price: 18,575

Mini Cooper

Starting Price: 19,500

Mileage: 23 City, 31 Hwy

Mileage: 29 City, 37 Hwy

Brand Longevity: 8 years

Brand Longevity: 53 years

Avid Poet

Advertising Plan & Strategy

Position

Advertising Plan & Strategy

strategy
Research Findings

Current
High school and college girls
Reliable
Trusted brand

The following three graphs are based on both secondary and primary research. The first graph shows the interest people ages 1834 have in purchasing a small car in the future. [7.1] The second graph shows the results from a survey conducted polling individuals
concerning the importance of their car matching their personality. [8] The third graph shows the interest in purchasing a small car in the
future based on household size. [7.2]
Future interest in purchasing a small car, by age, Jan 2011

To you, how important is it for your vehicle to match your personality?

Future interest in purchasing a small car, by household size, Jan 2011

Environmental friendly
Percentage

Unlike any other design, very

recognizeable

Desired
This campaign will reposition the 2012

Rating: 5-Extremely

Beetle from its current position as a

1-Not at all

car for younger females to a car for

a more mature, stable, male who is
seeking a vehicle that will help express
individualism.

Our research unveiled who our audience might be: A new young couple and young single individuals. The couple looks to begin
traditions independent of their parents, essentially declaring their independence for the first time as a family unit. In this way, young
couples look to express their independence in certain ways, one of them being their choice of vehicle. The graphs also show us
that young single individuals may be looking to purchase a small car in the future. This opens the door for marketing towards these
demographics. [7]

10

Advertising Plan & Strategy

Key Insights
Given the general inclination to purchase premium

Support
Our campaign promises our audience two things:

smaller cars, compact luxury cars can be an affordable

1. An updated and attractive look on the 1960s favorite.

way for our target market to get just a little luxury.

2. Confidence in driving a car that matches their style.

There is the opportunity here to create a whole new

The Beetle carries a sharp, masculine touch, retro feel

class of consumers that never aspired to larger cars

and nostalgia that attracts younger, hip drivers as well as

or SUVs in the first place, and who are looking toward

older ones.

subcompacts that are full-featured when it comes to

I was a teenager. Its definitely nostalgic to own the

targeted towards men.

same car again. Male 2012 Beetle Owner [8]

interested in making their car match their style. Matching

a car to an individual is a good creative strategy.

My friend just bought one, and I really like the look

of it, so I figured Id come try it out. I think itd be
good for a single person, or someone just starting
a family because the back seat doesnt have very
much room. Male at the dealership [8]

Strategy Statement:
For individuals who desire a fresh twist on an iconic classic,
the fully redesigned 2012 VW Beetle provides them with a
way to overtly express their independence.
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Creative Strategy

Our target audience are those individuals who seek

Print media will show an image of a male and woman,

out ways to express their individualistic personality and

depending on the placement of the ad, standing next to the

BIG IDEA is to show how the 2012 Beetle is an outward

attributes the individual has, coupled with an attribute found

lifestyle. Thus, this campaign is targeted at them. The

expression of who they truly are. The campaign tagline

follows this idea with the simple phrase,

iconic 2012 Beetle. Next to them both will be a short list of

in the 2012 Beetle. Showing how the Beetle has the ability
to express individual personal attributes.

Our out-of home media will appeal to the targets emotions

Drive What You Are

I bought it because its just like my car from when

safety and options. These features are specifically

Based on our primary research survey, individuals are

Big Idea

Tone

or feelings about how they see themselves.

Creative Plan

Our advertisements are designed to make you feel proud

of who you are and spark a desire to overtly express it.

When Ben sees the Beetle print ad, he is reminded of his

longing to express who he really is and smiles when he
recognizes that the Beetle has the ability to do this.

Everytime he sees the Beetle billboard on his way to work,

he is reminded of his desire to express himself and how

Manner

Our advertisements use a font that conveys elegance

with class. The tall, thin, serif typeface is simple, clean,

sharp and sophisticated. Because the typeface conveys a

classy feel, it relates well with the Beetle and at the same
time provides the audience with the assurance that the
product is sophisticated and established.

The assurance, together with the copy of the

what he is driving at the moment, doesnt meet this need.

advertisement, allows the audience to feel confident with

These feelings are brought out because the tone of the

gives them confidence in their own ability to express who

advertisements outwardly expresses inner independence.

the Beetle, but more importantly, relates how the Beetle

they are.

12

DRIVE WHAT YOU ARE

THE NEW BEETLE. MAKE IT YOURS.

TECH SAVVY . . . BLUETOOTH, MDi CABLE INCLUDED

ROMANTIC . . . AMBIENT LIGHTING

JAMES DEAN . . . CLASSIC ICON

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DRIVE WHAT YOU ARE

THE NEW BEETLE. MAKE IT YOURS.

AUDREY HEPBURN ADMIRER . . . TIMELESS ELEGANCE

CLOSET FULL OF SHOES . . . 7 WHEEL OPTIONS

GIRLS NIGHT OUT . . . SEATS FOUR

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Radio Scripts
1 They say a dog is a mans best

friend. Not anymore. When you drive

the 2012 Volkswagen Beetle, your car
is your best friend. Why? Because its
you, in the shape of a car. Go to your
local Volkswagen dealer today and
experience a vehicle built for you and
by you, and drive what you are.

2 In the past, youve allowed your

vehicle to be expressed in who

you are. Its time that who you are
is expressed in the vehicle you
drive. The all-new Beetle is fully
customizable to match the driver
inside, because you really should...
[with emphasis] drive what you are.

17

Storyboard

Internet Banner
New 2012 Beetle

DRIVE
WHAT

YOU

ARE
CLICK HERE TO PERSONALIZE

YOUR 2012 BEETLE

INTRODUCING THE ALL NEW

2012 BEETLE
DRIVE WHAT YOU ARE
Music: Vampire Weekend, A-Punk
VO: The all new Volkswagen Beetle. Customizable and
fit for your personality

18

Media Plan

Media Plan
We chose six mediums for this
campaign, which are consistent with
what our audience consumes on a daily
basis. They are as follows:
Commercial television
Radio
Print Media
Out of Home
Web
Promotion
In this campaign it is important to
take advanatge of the summer and

Commercials: $4.5 Million

Begin frequent televising in the morning, lunch hour and evening during the
early spring and gradually slow as the summer ends. We will make one final
push mid fall through December. Since our audience is generally politically
involved we have chose to broadcast over CNN, NBC, and Discovery
Channel.

Begin in June, displaying frequently in Time Magazine, Communication

Arts, and Mens Health as well as in Photography shops and small local

Using a flighitng strategy we will broadcast in the morning and late

afternoon hours while our audience is traveling to and from work.
During the Spring and Summer, untill funds are empty, Billboards will be

of $10 million, the following

sections describe how we
plan to do it.

Co-branding the 2012 Beetle with VISA, we have set up an agreement

are confident that our audience will have the

to give away a 2012 Beetle on every millionth swipe world wide, up to

necessary brand frequency for the Beetle to be

ten million swipes. This means that when consumers use their VISA

appealing and change the brands image.

win a 2012 Beetle of their choice. Essentially, ten random consumers

The radio medium will be one of our strongest

will win one Beetle over the course of the promotion.

media because we will use network radio

advertising. Since our audience has a
particularly specific radio consumption, we can

Radio: $0.5 Million

opportunity to get things done.

reach him. Using a budget

Using the specified print and web media, we

restautants.

its welcoming weather and inviting

numer of things during this time, so

we want to make sure we can

Promotion: $0.5 Million

Account Card, they have a chance to be the millionth swipe and could

Print: $3 Million

Out of Home: $1 Million

Our audience could be doing any

19

Schedule

placed in Suburban and Urban cities and

near local VW dealerships. A simple
powerful message will spark the
audience to take action.

Web: $.5 Million

The purpose of choosing these six media is the same purpose we

effectively reach our audience.

have for this campaign, to target more of the male demographic and
reposition the Beetle as the peoples car.

Out-of-home advertising will serve as reminders

to our audience. Since one objective is to

We believe that using commercial television over the specified networks

reposition the Beetle, billboards will offer a

and during the specified times, will provide maximum impressions for

brand image touch up with frequent exposure

our audience. Also, the Summer is known to be a time of seasonal

for our audience.

buying, so beginning in the Spring will provide an effective lead time for
our audience.

Using internet consumer

tracking to place ads on
sites the audience most
often views.

20

Promotion

visa=beetle give away!

Visa and Volkswagen team up to promote the fully
redesigned 2012 VW Beetle

References
[1] Marsh, Sarah; 2008, www.reuters.com,

[6] 2012, March 29, www.bls.gov;

VW hits No. 1 in market value amid short squeeze.

Occupational Outlook Handbook,

[2] Ciferri, Luca; 2012, Jan 5, www.autonews.com;

VW closes market gap with Toyota.

[3] Brown, Warren; 2011, August 26,

Washington Post; www.cars.com,
2012 Volkswagen Beetle Expert Reviews

Art Directors, Summary

[7] Mintel.com:
7.1 - January 2011; Future interest in
purchasing a small car, by age
7.2 - January 2011; Future interest in
purchasing a small car, by household size

[4] Atiyeh, Clifford; 2011, September 24,

[8] Graham, Thomas; 2011, March 24,

Boston.com; www.cars.com, 2012 Volkswagen

Primary Research

Beetle Expert Reviews

[5] Padgett, Marty; 2011, August 31,

Every 1 million swipes*, one person

will win a 2012 VW Beetle

www.thecarconnection.com,
The Car Connection 2012 Volkswagen Review

*maximum 10 winners

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