The 21st Century Beetle

October 5, 2012

100112_01It’s back. And it’s a boy.

The Beetle. The Bug. The Käfer. It has many names, but it’s also a car that needs no introduction. The iconic silhouette of the bug is probably the most recognizable symbol around the world.

The all-new 2012 Beetle was being launched in Singapore this July 2012. Packed with more power, and loaded with technology, it’s far sportier than its forefathers, and it’s not afraid to show it.

To launch the 21st Century Beetle in Singapore and to make it the talk of the town.


We transformed a simple car display into an interactive and engaging experience. The team worked overnight to wire up the cars with hidden cameras, microphones and motion sensors. By the break of dawn, the Beetle was alive and geared up to meet Singaporeans and interact with them in real-time.

The Beetle had a voice, a personality, a twitter account, a facebook account and a little secret – hidden away from the crowds and armed with monitors, actors interacted with people on behalf of the Beetle.

Actor Chua En Lai, best known for his role in The Noose, and celebrity blogger Mr Miyagi joined us in personifying the Beetle. Their comical personalities fuelled the most extraordinary responses from fans as the Beetle charmed its way into people’s hearts over the course of 2 weekends.

All these special moments were captured via photos and videos and posted on the Beetle’s Facebook page – Fans were encouraged to befriend the Beetle online, tag themselves and spread the word.

By giving the Beetle a voice, we became the talk of the town.

The Beetle interacted with nearly 10,000 people over the 2 weekends, capturing the attention of over 100,000 passersby.

Leveraging on Facebook as our only content platform, we garnered approximately 2 million impressions and reached 470,000 users in 9 days.

On Twitter the campaign received over 350,000 impressions.

The campaign was also mentioned on several local blogs and international sites.

Befriend the Beetle at and join the conversation.

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