Volkswagen Group Import China and DDB China Group shifts to top gear for the launch of the iconic Beetle in China

Transcription

1 Volkswagen Group Import China and DDB China Group shifts to top gear for the launch of the iconic Beetle in China Date 17 October 2012 Location Shanghai, China Volkswagen Group Import China has launched a striking new TV and print campaign for the launch its flagship model, The Beetle. The campaign, with the strap line Fun. Don t leave it too late, tells the story of a more powerful, dynamic and masculine Beetle, which will appeal to a young-at-heart audience of both men and women, looking for a vehicle that s iconic, innovative and fun to drive.

2 The charming TV ad is directed by world acclaimed advertising director, Steve Ayson, whose directing credits include award-winning TV ads such as Lion" (DDB Amsterdam) for Centraal Beheer, and Change Room (DDB Sydney) for Volkswagen. Developed by DDB Guoan Group (part of DDB China Group), the ad features old people having lots of fun trying to recapture the spirit of youth as they try out skateboarding, spraying graffiti, raving, and a series of other activities - all clearly beyond their physical abilities. The ad is designed to strike a chord with the young (and the young at heart) by showing how The Beetle reflects their desire to have fun today, and not leave it too late. The unconventional approach to the story sets out to present Volkswagen s globally established tonality, with all its wit and humanity, to a Chinese audience in a way that will reinforce and amplify their warm feelings for The Beetle.

3 The TV ad runs alongside a print campaign featuring a global campaign style, developed by photographer, Nick Meek, that he has specifically adapted for a Chinese audience - using brighter colors, reflecting powerful ideas of individuality, masculinity and sportiness. The print campaign went live on October 1 st and the TV ad will go live on October 18 th on a mix of channels including CCTV, province TV and local TV. The print will feature in major titles such as as Auto Motor Sport, ELLE, Vogue, GQ and Esquire. Melissa Bell, Marketing Director for Volkswagen Group Import China, said; Our campaign aims to appeal to the spirit of youth; we wanted to show a sense of self-expression and celebrate The Beetle s unconventional nature, whilst also demonstrating that The Beetle is sporty, powerful and fun to drive. Richard Tan, CEO & President of DDB Group North China, said; We believe the campaign s unconventional approach helps differentiate The Beetle, reflecting its fun, dynamics and power in a way that will resonate and

4 bond with Chinese consumers. The hopes and journeys of Chinese people are wittily visualized and brought to life with a warm-hearted twist, and a spirit of youthful fun that transcends age. Check out the TVC from here: Credit list Volkswagen The Beetle TV-commercial Senior Rebels Title: Client: Product: Agency: Executive Creative Director: Unexpected Volkswagen Group Import Company The Beetle DDB Guoan Gruop, part of DDB China Group Stephen Mui Creative Team: Andy Hepburn /Stephen Liu /Norman Chen /Mustafa Tan / Ray Liu /Yu Zhao /Roy Yuan Head of Art: Agency management: Marketing Director Advertising Manager Photographer: Production Company: Producer: Co - Production Company: Producer: Lisa Kirchner Miriam van Dijk /Horace Laai / Ella Liu Melissa Bell Li Zhi / Cherry Wen Nick Meet Siobhan Squire Jennifer Turner CONTRA Service Productions Hans Dornseif / Muriel Dornseif On-air date: October 1 st, END-

5 About DDB China Group The DDB China Group < of agencies (DDB, DDB Guoan, Tribal DDB and RAPP) is united behind our founder, Bill Bernbach's belief, that creativity is the most powerful force in business. Today, we use that creativity to develop ideas that people want to play with, participate in, and pass on. We call this social creativity. DDB China Group is one of the most awarded agencies in China, leading in creativity and effectiveness. We are ranked The Number One Most Effective Agency Office in China and Greater China Region by the 2011 China Effie and 2012 Global Effie Effectiveness Indexes and constantly awarded across local, regional and international award shows, including winning the second ever Gold Cannes Lion for China. At the 2010 Campaign Agency of the Year awards, DDB China Group was named Greater China Creative Agency of the Year, while Tribal DDB China was named Greater China Digital Agency of the Year. About DDB DDB Worldwide Communications Group Inc ( ranks among the top five consolidated advertising and marketing services global networks, according to Advertising Age. Consistently one of the world s most awarded networks for creative excellence, DDB was Campaign s 2009 Global Network of the Year, the 2010 Spikes Asia Network of the Year, Eurobest Network of the Year, Campaign Asia-Pacific Creative Network of the Year and captured both the Cyber Grand Prix and Film Craft Grand Prix at the 2010 International Advertising Festival in Cannes. With more than 200 offices in over 90 countries, the DDB Group helps grow the value and influence of leading brands around the world. We believe that creativity is the most powerful force in business, allowing us to develop ideas that people want to play with, participate in and pass along. We call this Social Creativity. DDB Worldwide is part of Omnicom Group Inc. (OMC). For more information please contact: Michelle Tan Director of Communications & Knowledge Management, DDB China Group Direct: (86 21) michelle.tan@ddbchinagroup.com