Volkswagen: The return of the lovebug

Volkswagen successfully relaunched its Beetle car model in India with a nostalgic online video.

Campaign details

Brand: Volkswagen 21st Century BeetleBrand owner: Volkswagen GroupLead agency: DDB Mudra GroupCountry: IndiaIndustries: Luxury automotive, Mid-size, family carsMedia channels: Direct marketing, Games & competitions, Online display, Online video, Print - general, unspecified, Public relations, Social mediaBudget: 500k - 1 million

Executive summary

How could we reinvent an iconic car for its very niche audience on a bug-sized budget? We did it by understanding that the Beetle is not just a car, it is a piece of cultural history: loved across the world and across all ages, with...

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