Graphic Design That Works

(a bug’s life)

VOLKSWAGEN’S BEETLE

GETS EVEN SMALLER AND WINS BIG AUDIENCES

Volkswagen’s Pull and Go New Beetle has seized the

market’s attention and isn’t about to let go anytime

soon. What began as a simple promotion for the

launch of the redesigned Beetle has grown into a

marketing gimmick of Rolls Royce proportions.

The idea for a pull-and-go toy was born in Germany

amid the Beetle’s car designers, who tossed around

ideas for a fun promotion that would add a dash of

pizzazz to their highly anticipated launch. Their idea

for a toy car made its way to Hartmut Warkuss, direc-

tor of Design Center of Excellence, Volkswagen Design

Studio in Braunschweig, Germany, who so loved the

idea that he approved it for production on the spot.

As a result, moving the car from concept to reality was

unusually fast—not at all the norm for typical promo-

tions, but this car was far from typical. “The head of

design wanted it done so it was a very speedy deci-

sion,” says Karla Waterhouse, public relations special-

ist in Volkswagen’s Detroit office.

Volkswagen’s designers, accustomed to creating per-

formance automobiles, fashioned the look of the toy

car in-house and sent it to various toy manufacturers

around the world for production. When the day came

to launch the new Volkswagen Bug, the toy cars were

featured giveaways in dealerships and were given

free to members of the press, drawing nearly as much

attention as their full-size counterparts.

Unique to this bug’s story is that its life didn’t end

after the launch. Volkswagen continues to use the toy

as giveaways for other promotions, distributing them

primarily as media gifts—they recently included the

toys in Easter baskets prepared as promotional gifts

for the press.

Fortunately, you don’t have to possess a press badge

to get your hands on this appealing promotion. The

palm-sized car, available in six colors—yellow, black,

blue, red, silver, and metallic green—are sold for $5 in

dealerships as well as through

Driver Gear

magazine,

a publication for Volkswagen owners. The car manu-

facturer has also sold the toys at its booth during

Detroit’s annual auto show, donating all the proceeds

to Detroit’s Children’s Hospital.

“Executives love them,” says Waterhouse of the toy’s

appeal. “They keep them on their desk and drive them

around during lulls in meetings.”

Did this promotion work? “Yes,” says Waterhouse

without hesitation. “It was a success and still is a suc-

cess. The cars are still being produced. It’s a low-cost

item that appeals to a lot of people,” she adds, noting

that the cars are intended as an adult toy and are not

suitable for children under the age of three.

CLIENT:

Volkswagen

DESIGN F IRM:

Volkswagen Design Studio

DESIGNER:

Hartmut Warkuss

CAMPAIGN R UN:

Ongoing

TARGET MARKET:

Media, Volkswagen enthusiasts

Graphic Design That Works

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ABOVE: “Pull it back and

watch it go,” proclaims

Volkswagen’s

Driver

Gear

catalog, which

showcases the 1-inch

toy that sells for $5.

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