The Beetle: Abbey Road Volkswagen

Car manufacturer Volkswagen created buzz in Sweden, and globally, for its Park Assist driving feature by 'fixing' the Beetle's parking on the cover of The Beatles' Abbey Road album in its 50th anniversary year.

Campaign details

Brand: The BeetleBrand owner: Volkswagen SwedenAgencies: PHD Media, Nord DDBMarket: SwedenIndustries: Newspapers, Outdoor, out-of-home, Social mediaMedia channels: Mid size, large family carsBudget: Up to 500k

Executive summary

We needed to create buzz for the Volkswagen Park Assist feature (parking assistance technology) in the Stockholm area during September 2019.

Using a moment marketing strategy, we connected Volkswagen with a trending topic that month, the 50th anniversary of The Beatles' Abbey Road album.

Volkswagen released a limited-edition vinyl cover, but this time with a correctly...

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