JAIME GROTH SEARLE
CREATIVE COMMS STRATEGY + EXECUTION

Project Background: 

Ahead of the revamp of the Beetle, we had to create an integrated campaign that would get and keep interest on the  for six months, while the cars were being shipped stateside.

 

The Team: 

I worked with a strategist, an interactive art director and a client liaison in order to devise the concept of "Beetle Season," a six-month teaser campaign that slowly unveiled details about the car to whip the public into a frenzy. 

 

The Work:

An unveiling on Oprah, plus banners, in-game placement and experiential events would all celebrate Beetle Season. 

 

Outcome: 

VW loved this idea but did not have the budget to produce it.