Branded content at its best- using a shark, to promote a Beetle.

Volkswagen Beetle consolidating its role as ultimate girls’ accessory and now in a sneaky twist in the tale; a female-magnet when driven by the opposite sex…. Genius Germans.

Over the years the Volkswagen Beetle has grown to become synonymous with women-both young and old. In order to regenerate interest in the Beetle from a male perspective and to gain a larger portion of the male drivers market –Volkswagen alongside Discovery and marine biologists created “The Beetle Shark Cage”. An underwater shark observation vehicle was constructed in the shape of a Beetle model thus divers had the opportunity to swim alongside sharks. The campaign was a roaring success- with a 20% jump in sales to male drivers.
TitleThe Beetle Shark Cage
Agency
Campaign The Beetle Shark Cage
Advertiser Volkswagen
Brand Volkswagen

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PostedJune 2013
Business SectorSubscribers Only
Media Type Case Study
Length