‘Beetlemania’ the official Australian launch of the VW New Beetle

Brief

Rekindle Australia’s love affair with the Beetle; generate excitement about and participation in the launch of the New Beetle model; provide opportunities to cross promote other vehicles within the Volkswagen range, and drive sales.

Strategy

Coordination of ‘Beetlemania’ – the biggest public event ever coordinated to launch a new vehicle in Australia. A two day festival at Darling Harbour, Sydney, supported by a national media relations and promotional program.
Day One of Festival Event:
Over 250 automotive/lifestyle media as well as VW dealers were flown to Sydney from around Australia to take part in a Dealer Conference, Test Drive/Review Program and evening Preview Party Spectacular.
Day Two of Festival Event:
Dedicated to the public, over 200,000 people flocked to the various, free-of-charge Beetlemania events including: specially choreographed ‘Beetle through History’ Concert; outdoor cavalcade displaying over 100 vintage Beetles; live performances by a Beatles cover band ‘The Beatels’; screening of the top 10 films entered into “The Bug Picture” short film competition run as part of the launch program; special exhibits featuring unique, historic and modified Beetles from around the world; VW Kids Club with ‘Speilmobile’ play equipment; VW passenger car exhibition featuring all models and accessories in the Volkswagen range; and Volkswagen merchandise store.

Results

  • ‘Beetlemania’ event attended by over 200,000 consumers
  • Record levels of publicity for a new vehicle launch in Australia – generating millions of dollars in media coverage outside of car titles across national television, radio, magazines and online.
  • 98% achievement of the New Beetle post launch sales target, achieving number two position in the highly coveted sports car sales segment (ahead of vehicles including the Alfa Spyder and the Mazda MX5). A ‘magnet effect’ was created to other Volkswagen models, with sales increasing across its passenger range by 35% on the previous year

Pictures