DMG (Dynamic Marketing Group), China’s largest independent advertising group, will next week unveil an integrated campaign for Volkswagen’s New Beetle, which reinforces the automotive icon’s classic status.
As agency of record for Greater China, DMG has already established Volkswagen as a must-have car brand in China. Running nationwide this campaign promotes the New Beetle as the ultimate fashion statement.
Targeting a 30-plus age group who are individualistic, fashion savvy and hip, the integrated online, print and experiential campaign emphasise the car’s elegant, timeless design through print, online, experiential and a unique collectors’ book.
At the heart of the creative is a Beetle ‘stamp’ of approval. Every execution features the stamp, which is designed to demonstrate the brand’s ‘classic by design’ credentials.
A series of three Beetle print executions show a young Chinese woman dressed in a classic ‘Qi Pao’ dress from the 1930s, opposite a hip young woman dressed in a contemporary ‘Qi Pao’ dress; the second shows a traditional Chinese chair opposite a contemporary chair; while the third shows the classic, original Beetle opposite a sleek new 2008 model. The message emphasises the Beetle’s appeal as a classic that is always appreciated.
DMG has also created a Chinese language website www.newbeetle.com.cn, which features images from the campaign, plus the history of the Beetle and full specifications for the car. Pictures from the various promotional events are also included.
Experiential events in cities such as Beijing, Shanghai, Guangzhou, Hangzhou and upcoming cities in China, will see a unique Beetle Book unveiled.
The coffee table collectable acknowledges the history of what makes a classic. Beetle Book features the history of the car since its creation, along with classic timeless icons such as Andy Warhol paintings and furniture, plus traditional black and white photography of Beetle models through the ages. Blank pages through the book encourage Beetle fans to collect and keep their own Beetle memories.
Dan Mintz, founder and chief creative officer of DMG, said: “The VW Beetle campaign reflects DMG’s deep understanding of Chinese culture. All the creative work integrates and maintains Chinese tradition while emphasising the stylish and iconic values of the classic Beetle brand. The New Beetle is as timeless as the original. Our integrated campaign holds a mirror up to its heritage and Chinese culture to position the car as an icon of style.”
For more information contact Mark Terry-Lush on +44 7740 432 112 or email firstname.lastname@example.org.