The 2012 Beetle, which was redesigned to look more like the original Beetle, was coming to New Zealand, Volkswagen needed a way to launch it. We created Beetleing - the act of imitating the Volkswagen Beetle’s iconic shape in an unlikely or unusual location.

A YouTube video provided inspiration and people started Beetleing.

At the same time Volkswagen NZ’s Facebook page provided an incentive, by way of a promo where people could Beetle to win The Beetle.

With no seeding budget, we reached almost ¾ of NZ.

In just 4 weeks VW’s Facebook fans grew tenfold.

And the Beetle was presold before it arrived in the country.

More importantly the Icon was talked about again.