The Volkswagen Beetle, with its iconic design and unique heritage, is possibly the most famous car ever produced. But in China, the car never enjoyed the fame and familiarity that it has in the West. Our task was to link the car with this lesser-known cultural history while providing some information about the history of the car as well. But also having a good amount of Beetle-like fun along the way.

Launch the campaign
Published
November 2012
Topics

The Story

The Volkswagen Beetle, with its iconic design and unique heritage, is possibly the most famous car ever produced. But in China, the car never enjoyed the fame and familiarity that it has in the West. Our task was to link the car with this lesser-known cultural history while providing some information about the history of the car as well. But also having a good amount of Beetle-like fun along the way.

On this simple HTML 5 site, users are able to drive a Beetle through history. As culture and music transform with the decades, so does Beetle, but always remaining at the centre of the action. The glory of the Beetle can be viewed on multiple devices, helping it achieve great reach in the Chinese market.

The Technology

The Results

In the first month of launch, over 3,000 topics appeared on China’s social networks. The Iconic drive became a top trending topic on Weibo. The site didn’t just increase the brand’s fanbase in China, it also created a record 3,500 pre-orders in a span of just two months. The vision of the Iconic Drive proved to be much more than just a site – it's become a bridge to instill the symbolic fame of Beetle into the hearts of the Chinese.

500

total hours spent on this project

128

total cups of coffee drunk

80

total hours of missed sleep

Launch Date June 1, 2012