Campaign details

Brand: Volkswagen Beetle
Brand owner: Volkswagen
Agency: PHD China
Country: China
Industries: Mid-size, large family cars
Media channels: Events & experiential, Online display, Online video, Social media, Sponsorship - event, property
Budget: Up to 500k

Executive summary

After 81 years in production, and endless features in popular culture, the famous VW Beetle will be no more, but we had one last sales push to see it off.

This paper shows how a touch of nostalgia, married with contemporary audience insights, created something appropriately fitting for the Love Bug, and saw stellar sales delivered in its final launch.

Market background and context

After 81 years of building Bugs, Volkswagen announced it was finally retiring its Beetle model in June 2019.