Marketing; Launch New Beetle 1998
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Marketing; Launch of New Beetle 1998
In March 1998 the New Beetle was launched.
The VW website got 1.2 million hits on the New Beetle already several months before launch.
Arnold Communications ad campaign got aired nationwide in the US and supported by style magazines, motoring press, supplements and posters, further supported by ambient media in pubs and clubs. The quick TV launch that created the awareness got supported by a poster campaign, internet mini sites, and ads in magazines. By the nature of the product and the humoristic and catchy ads, the media gave it a lot of coverage, offering the New Beetle (and VW) lots of free advertising.
The engines in the front, but the heart is still in the same place
The focus, at first sight, was onto baby boomers but it was more than that. The reference to the 60s society (ideals and dreams) did not become a base for criticism of the materialistic actual society. It approached the 60 and 70s in an ironic and self-reflexive way. The dreams add (one sees a beetle changing colors on a modern dreamy music) could be seen as reference to some drugs hallucinations.
In this respect Arnold Communications used cultural winks addressed to people who were able to grasp it.
When referring to past time, Arnold Communications never used pure nostalgia. They designed the campaign in a modern style, using modern music. This was also the view of Karen Manderasion of VW, “We are a modern company but there is a heritage that can connect us with people”.
The Less flower, more power ads transposes the nostalgic memory into the present and future times, utilizing the cultural value of the symbol but reinforcing its status. It was decided to link the New Beetle to the Drivers Wanted campaign. Thus VW wanted to reach the group of younger people between 18 and 34y old (and slightly above).
These campaigns had a good recall (up to 22 pct liked a lot)
From March to December 1998 VW sold 55.842 New Beetles, which accounted for 25 pct of the yearly sales of VW USA. It helped VW to consolidate its position as first European car manufacturer in the US market. Overall sales of VW US increased up to 355.000 in 2001 but declined to 225.000 in 2005. During the 11 years of its existence, slightly more than 1 million New Beetles found a buyer, half of them in the US, each time unique and individual.
The New Beetle initiated the retro-futuristic era with the mini, the Levis type 1, etc…