SOCIAL BEETLE by DDB Singapore for Volkswagen

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SOCIAL BEETLE

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Industry Cars
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Singapore
Agency DDB Singapore
Executive Creative Director Joji Jacob, Jeff Cheong
Art Director Wang Yuhui, Lydia Lim Eu Mei
Copywriter Vinod Savio, Jason Hall
Producer Jelise Chung, Yuan Jia, Herbert Pradjaja, Jackie They, Sid Lim
Account Supervisor Imelda Mo
Released March 2013

Credits & Description

Advertiser: VOLKSWAGEN
Agency: DDB GROUP SINGAPORE
Category: Stunts & Live Advertising
Advertising campaign: SOCIAL BEETLE
Producer: Jackie They
Executive Creative Director: Jeff Cheong
Producer: Jelise Chung
Executive Creative Director: Joji Jacob
Art Director: Lydia Lim
Producer: Herbert Pradjaja
Account Manager: Sim Yunying
Chief Creative Officer: Neil Johnson
Other Credits: Experience Management: Rosslyn Chay
Account Supervisor: Imelda Mo
Other Credits: Senior Rich Media Developer: Loy Yoke How|associate Director
Producer: Sid Lim
Creative Director: Vinod Savio
Producer: Yuan Jia
Copywriter: Jason Hall
Copywriter: Vinod Savio
Art Director: Wang Yuhui

Ambient Execution Description
The icon was back in Singapore. We needed a way to drive awareness of the reborn 21st-century Beetle and showcase how technologically-advanced the new Beetle has become.So we wired it up with hidden cameras, microphones and motion sensors to help it perceive human interactions and respond in real time. And then we powered it the most powerful super computer – a human being. Hidden away from the crowd, local actors were listening to every sound, and observing every move. As unsuspecting people entered the car, the actors interacted with them on behalf of the Beetle. Every surprising moment was shared on Facebook and Twitter. The Social Beetle transformed a simple car display into an unforgettable experience. By tagging people who interacted with the Beetle, we ensured their participation online. They shared the Page with their friends and started conversations about their experience. We wanted to use Facebook as a content platform that could be used by our community and that would achieve our campaign goals.By giving the beetle a voice, we became the talk of the town.By placing the Beetle in Singapore’s most popular street, we enjoyed 10,000 interactions and captured the attention of over 100,000 passersby. Leveraging Facebook as our only content platform, we garnered over 11 million impressions and reached over two million users.