Malaysian Media Awards Winners Showcase

2013 | |

The Icon Is Back: Turning The Outdoors Into An Iconic Showcase

Advertiser: Volkswagen Group Malaysia Sdn Bhd
Brand: Volkswagen
Creative Agency:
Credits: MediaCompete — Liew Siew Eng (Business Director), Jasmin Hoy (Senior Communication Manager), Sean Sen (Communication Planner) / GroupM, ESP — Kesevan Balasingam (Head of ESP), Sham VanBoonstra (Project Director) / Kinetic Worldwide — Derek Low (Account Manager)

Volkswagen needed to establish the Beetle’s appeal to a wider set of consumers, to both young and old, beyond just females to males. The challenge was to implement a campaign that re-ignites consumer’s interest, regenerate buzz and excitement for the resounding return of this true ICON. 

The two defining, cut through qualities people recognize in the Beetle are its iconic silhouette and ORIGINALITY: being a FIRST and one of a kind. The Approach: remind people of these aspirational qualities by highlighting the beetle silhouette through creative media executions never been done in Malaysia or the category, in touch points that directly reach our often busy and on the move consumers. The channel of choice: OOH media for our constant travelers. 

LED lights outlining the “silhouette” at night from all angles on NKVE three sided unipoles in Sungai Buloh, Subang Jaya, Damansara Toll Interchange. A hoarding board in the busy Golden Triangle intersection turned 954 foot gallery showcasing the Beetle’s historical evolution, supported by building and sky logo projections leading to KLCC launch venue, and a die cut “silhouette” projection onto the majestic PJX building, that story tells the Beetle’s rich heritage at night. 

Overwhelming Beetle bookings at launch day alone led to a six month customer waiting list period. Online Search quadrupled to 100 index points vs. 24 before launch. Approximately 12,000 attended the launch event, driven by daily traffic count from NKVE (125,000), KL hoarding (70,000) and PJX (850,000).