ICONIC by DDB Mudra Group Mumbai for Volkswagen

ICONIC

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Industry Cars
Media Design & Branding
Market India
Agency DDB Mudra Group Mumbai
Photographer Nirav Maheta
Illustrator Manish Darji
Released May 2011

Credits & Description

Category: Posters
Advertiser: VOLKSWAGEN
Product/Service: BEETLE
Agency: DDB MUDRA GROUP
Chairman/Chief Creative Officer: Sonal Dabral (DDB Mudra Group)
Art Director: Manish Darji (DDB Mudra Group)
Copy Writer: Akhilesh Bagri (DDB Mudra Group)
Designer: Manish Darji (DDB Mudra Group)
Illustrator: Manish Darji (DDB Mudra Group)
Account Executive: Monish Debnath (DDB Mudra Group)
Photographer: Nirav Maheta (Nirav Maheta Photography)
Media placement: Poster - Volkswagen Showroom - 20-05-2011
Media placement: Book - Volkswagen Showroom - 20-05-2011
Media placement: T Shirt - Volkswagen Showroom - 20-05-2011
Media placement: Calendar - Volkswagen Showroom - 20-05-2011

Describe the brief from the client
Client wants to launch Volkswagen Beetle in India, the task was to capture the legacy of the Volkswagen Beetle, while keeping the communication young and fresh.

Describe the challenges and key objectives
The Volkswagen Beetle has grown into an instantly recognizable icon over the last several decades. However, it was launched in India only recently. Instead of running a campaign to highlight the car's legacy, we created a visual identity for the Beetle, putting its unique design in the same league as the great icons of our time. We utilized the walls of the Volkswagen showrooms as well as other media to create buzz around the Beetle and to give its already increasing popularity a big boost.

Describe how you arrived at the final design
We recreated pop-culture icons with a series of simplistic illustrations. The designs were clean, minimalistic and engaging, much like the Beetle itself. The icons made their way into the walls of showrooms, posters, t-shirts, calendars, and a book.

Give some indication of how successful the outcome was in the market
All the Volkswagen showrooms in the country were transformed simultaneously, almost overnight. The footfalls in the showrooms picked up on the very first day, as the striking designs were hard to miss even from across the street. The give-away posters, t-shirts and calendars added to the buzz and got more people enquiring about the Beetle and registering for test drives. In addition, mailers were sent out inviting potential customers to the showroom. Over the next 6 weeks, the average number of test drive requests steadily grew by over 40% and the Beetle continues to be one of the most talked-about cars in India.