VW Beetle / ASAP As Sun As Possible

Volkswagen start its first new-format digital campaign to coincide with the market launch of the Beetle Cabriolet. 'As sun as possible' is the motto of the campaign in which six young trendsetters share their experiences during a tour of Hawaii in the new Beetle Cabriolet using social networks and websites. On the same occasion, the Beetle website is being re-launched and there are new advertising motifs for print media. The Volkswagen marketing campaign for the vehicle launch demonstrates how the Beetle Cabriolet is inseparably associated with summer. For the first time, Volkswagen is integrating a real journey with the car that catches the lifestyle and mood of the present Beetle generation as one of the central elements in the campaign. Six well-known international trendsetters from the spheres of comedy, fashion, sport, photography or music, all of them with a large social network, share their experiences during the two-week tour in the Beetle Cabriolet.