Volkswagen Electric Classic Beetle launch
Task: Create a 'classic' campaign that will create a desire for the over 40's to purchase the upcoming VW Classic Electric Beetle. Insight: The older you get the more you appreciate nature. Big idea: Electric Metamorphosis. Just like a real beetle, the electric VW classic has gone through metamorphosis. It has rearranged itself to meet the demand of the changing environment, specifically changing to become electrically powered.
VW will set up it's own rest areas alongside various motorways worldwide. These rest stations will have electric charging ports for their vehicles and will feature a giant bug retreat in the shape of the VW Classic Electric Beetle. This is to encourage wildlife and will show how VW will be making a positive impact with reduced carbon emissions.
