The Drive by Deutsch Los Angeles, Edelman Beijing, Mediacom Santa Monica for Volkswagen

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The Drive

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Industry Cars, Business equipment & services, Corporate Image
Media Film
Market United States
Agency Deutsch Los Angeles
Creative Director Michael Kadin, Matt Ian, Jerome Austria, Amanda Doyle, Scott Clark
Agency Edelman Beijing
Creative Director Michael Kadin, Matt Ian, Jerome Austria, Amanda Doyle, Scott Clark
Agency Mediacom Santa Monica
Released August 2012

Awards

Epica Awards 2013
Film Branded Entertainment BRONZE

Credits & Description

The 2012 Beetle is transformed into an underwater shark cage that drives across the ocean floor in shark invested waters.
Product: VW Beetle
Sponsor Of The 25th Anniversary Of Shark Week
Agency: MediaCom
Agency: Deutsch LA
Agency: Edelman
Media Partner: Discovery Channel
Media/Branded Entertainment: Adam Pincus, David Fasola, Sean Williamson and Joanne Diaz
Creative Directors: Amanda Doyle, Matt Ian, Michael Kadin, Scott Clark and Jerome Austria
Media Partners/Discovery Channel: Mark Lewis, Stacy Tobin, Kevin McCarthy, Scott Felenstein
PR: Alex Milwee
GM/Marketing Communications, Volkswagen: Justin Osborne
Short explanation
The Volkswagen Beetle was perceived as a “girl’s car,” but with its sleek new design, we wanted to convince men that the Beetle was for them.
Discovery Channel’s “Shark Week” is a cultural phenomenon and delivers guys in big numbers.
Working with Discovery, we created a fully operational underwater Beetle -- a “Shark Observation Cage” that literally swam with sharks. Seeing the Beetle drive on the ocean floor as sharks swirled above was a spectacular sight.
Our three-part series detailed the design, creation and driving of the cage and was seamlessly integrated with Shark Week programming on TV and online. Our PR push resulted in coverage for the Beetle shark cage in the NY Times, Ad Age and more.
Results:
• Highest sales month of year
• 20% increase in male buyers
• Brand recall, likeability, brand opinion shot past benchmarks
• Above-average 65% completion rate
• 1.8 million Facebook posts
• Winner of two Cannes Lions Awards, Adweek's Media Plan of the Year, three OMMA Awards and a Creative Media Award