Launching the ID.Buzz
Opportunity: Create BUZZ around the official US launch of the new all-electric VW ID. Buzz.
Solution: Create a simple yet powerful nostalgia campaign that includes a launch event, CRM campaign, .COM activations, social content, and downloadable content for our VW enthusiasts to get hyped about.
Outcome: PURE JOY. Fans of the bus, both new and old, attended the event en masse and even re-posted screenshots of the announcement email to share on their social communities. VW.com alone saw an 88% lift in traffic during the hour the email was delivered. Consider this fire stoked!
CRM
We created a series of emails (Before, During, and After) to drive attendees and awareness to the activation event in Huntington Beach, CA.
Before the event
The pre-event email features a teaser image of the classic VW Type 1 bus with a page turning effect applied, revealing just a tiny bit of the new ID. Buzz.
During the event
In the time of the event we sent a day-of email that included branded digital goodies.
Downloadable goodies
To hype up the launch in more spaces, we gave our fans GIPHY stickers to use across messaging platforms and wallpapers to show their #VWLove.
After the event
And to wrap it all up, we sent a post-event email featuring images that captured all the vibes VW fans experienced.
OOH Placement
Our partner agency, Johannes Leonardo, created unignorably clever OOH placements that brought back the classic VW ad vibes and spirit of the classic bus.
Thanks for watching!
Agencies:
Wunderman Thompson Argentina
Wunderman Thompson New York
Client:
Volkswagen US
