- Volkswagen is keeping the buzz around the new Beetle alive with the launch of a high powered turbo-charged version of the car backed by multi million dollar advertising campaign and new website.
The New Beetle 1.8 T version adds an element of power to the popular model that was introduced last year in the US to rave reviews and high consumer demand.
The campaign, created by VW's US agency Arnold Communications, Boston, centres on the power and performance of the new turbo engine. The ads feature the discovery of a new element called "Turbonium". International news reports describe the incredible development as flashes of the new, Turbonium-powered, Beetle race across the screen.
According to Ron Lawner, chief creative officer, at Arnold Communications: "The turbo injects the new Beetle with a little bit of testosterone. The car looks great, it drives great, and it moves. When you think about the Beetle and a 1.8 turbo engine, it's really off the charts. Hence the concept of a new element: Turbonium."
The TV campaign is supported by print ads, running in magazines such as Outside, Details, In Style, Premier and Vanity Fair, and a new addition to the Volkswagen web site -- turbonium.com. The site, which is high on both animation and music, gives a behind-the-scenes look at the making of the ad and in-depth details on the new car.