CASE STUDY: Tribal DDB brings VW Beetle 2012 to life in Singapore

Background

Volkswagen launched its all-new 2012 Beetle in Singapore during July. Packed with more power, and loaded with technology, it's far sportier than its forefathers.

Aim

As a car that needs no introduction, the iconic silhouette of the bug is one of the most recognisable symbols around the world. Volkswagen aimed to make the 21st Century Beetle the talk of the town.

Execution

Tribal DDB Singapore helped the German carmaker transform a simple car display into an interactive and engaging experience. The cars were wired up with hidden cameras, microphones and motion sensors, and geared up to interact with Singaporeans in Raffles City and Knightsbridge, two of the busiest spots in town.

To add a human touch to the car, the brand invited Actor Chua En Lai and celebrity blogger Miyagi to give the Beetle a voice and a comical personality, which fuelled the most extraordinary responses from fans as the Beetle charmed its way into people's hearts over the course of two weekends from 14 to 22 July.

All these special moments were captured via photos and videos, and posted on the Beetle's Facebook page. Fans were encouraged to befriend the Beetle online, tag themselves and spread the word.

Result

The Beetle interacted with nearly 10,000 people over the two weekends, capturing the attention of over 100,000 passersby.

Leveraging on Facebook as its only content platform, the brand garnered approximately two million impressions and reached 470,000 users in nine days.

On Twitter the campaign received over 350,000 impressions.