MediaCom (UNITED STATES)
|Volkswagen, VW Beetle: "The Beetle Shark Cage" Campaign|
"The Design", "The Build" & "The Drive"
Agency: Deutsch LA
Media Partner: Discovery Channel
Media/Branded Entertainment: Adam Pincus, David Fasola, Sean Williamson and Joanne Diaz
Creative Directors: Amanda Doyle, Matt Ian, Michael Kadin, Scott Clark and Jerome Austria
Media Partners/Discovery Channel: Mark Lewis, Stacy Tobin, Kevin McCarthy, Scott Felenstein
PR: Alex Milwee
GM/Marketing Communications, Volkswagen: Justin Osborne
The Volkswagen Beetle was perceived as a “girl’s car,” but with its sleek new design, we wanted to convince men that the Beetle was for them.
Discovery Channel’s “Shark Week” is a cultural phenomenon and delivers guys in big numbers.
Working with Discovery, we created a fully operational underwater Beetle -- a “Shark Observation Cage” that literally swam with sharks. Seeing the Beetle drive on the ocean floor as sharks swirled above was a spectacular sight.
Our three-part series detailed the design, creation and driving of the cage and was seamlessly integrated with Shark Week programming on TV and online. Our PR push resulted in coverage for the Beetle shark cage in the NY Times, Ad Age and more.