Volkswagen E-Beetle
Problem
Modern cars prioritise high-tech features and often lack character and personality, weakening the emotional connection with drivers.
Insight
A car becomes part of your routine, meaning you should form an emotional connection with it, Without this, your car isn’t really your car.
Big Idea
A Real Car for Real People: Modern car adverts utilise a robotic voiceover, diminishing the connection between the consumer and the car. To bring back that real connection, Volkswagen needs to give real people control to get consumers to engage with the new E-Beetle.
[OOH’S]
Positioned near business centres and high streets
People will be prompted to leave random facts about themselves to stick onto the new E-Beetle
There will be signs dotted around, explaining why Volkswagen are encouraging you to show your personality.
[PR]
Radio Script:
Sunday Morning Susan:
I’m normally quite early for the Sunday morning yoga session, and save Helen a spot. I think she appreciates it as Ian drops her off. Then when she gets here...
*Transitions from the last person to the next person with the next person saying the same word as the last person did.*
Weeknight walker Walter:
’Here... is where I usually walk the dog on the week nights, it’s a long drive but I don’t mind, as I have the discography of Spandau Ballet ready for me...
*Transitions from the last person to the next person with the next person saying the same word as the last person did.*
Roof down Rebecca:
for me... for when I drive to my local supermarket. Lydia told me to pick up some pickles she really loves, but not the ones in brine they’re too chewy. Anyway back to the car...
End-line Voice Over:
The all-new EBeetle, a car with personality, for people with personality.
Collaboration with Lizzie Day