Volkswagen Print THE BEETLE TEST-O-METER by TBWA\ Berlin

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Industry Cars
Media Print, Magazine & Newspaper
Market Germany
Agency TBWA\ Berlin
Copywriter Nils Haseborg Ddb Tribal Group
Released September 2011

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: VOLKSWAGEN
Product/Service: VW BEETLE
Chief Creative Officer: Kurt Georg Dieckert/Stefan Schmidt (i365\TBWA)
Idea/Concept: Nils Hartmann/Erik Scholz (i365\TBWA)
Strategic Planning: Mark Bothorn/Christian Waller/Matthew Gentile (i365\TBWA)
Account And Project Manager: Christian Waller (i365\TBWA)
Copywriter: Nils Haseborg
Technical Concept: Erik Scholz (i365\TBWA)
Design: Nils Hartmann/Erik Scholz (i365\TBWA)
Graphic Design: Nils Hartmann/Kim Mueller (i365\TBWA)
Film Production: (55-Fire Films Berlin)
Programming: (E-Graphics)
Media placement: Internet - Facebook - 23 August 2011
Media placement: T-Shirts - Spreadshirt - 23 August 2011

Describe the objective of the promotion.
The Beetle is to come alive again as a 21st century icon. The setup of the Facebook fan-page of Volkswagen Germany – at that time not yet in existence – was given as the media framework. The Beetle is to be represented in all areas of the Facebook fan-page and this way shall create an initial fan base and trigger the brand dialogue with Volkswagen and the Beetle.

Describe how the promotion developed from concept to implementation.
‘Testosterone-charged’ is the general statement of the Facebook app - the Testo-O-Meter. Ostensibly, the user is asked to place his thumb on the screen and a syringe pretends to extract blood. In order to test the testosterone level the ‘likes’ of the user are analysed and compared to a database containing several thousand entries.
The result is expressed in a testosterone value between 12 and 40 Nanomol per litre, and yields results such as ‘alpha leader’ or ‘shade parker’. This in turn can be shared on the user’s own pinboard. In addition, T-Shirts with the personal value are given away.

Explain why the method of promotion was most relevant to the product or service.
Car freaks and design enthusiasts were identified as opinion leaders and are supposed to establish a new positioning of the Beetle in their circle of friends and Social Web. A clear distance is created vs the previous New Beetle model, which is perceived as a very female car. Consequently, the Beetle brand is to be made accessible again to a wider, male audience.

Describe the success of the promotion with both client and consumer including some quantifiable results.
• Thousands of mentions
• 300.000+ impressions
• 60.000+ pagelikes
• Free T-Shirts with individual results for the participants