We were asked to remind people what a fun-loving and happy car the New Beetle is. It has the power to put a smile on you face and make your day a little better, so we positioned it as a “Force of Good.” The Beetle went head to head with all sorts of problems, some small and entertaining, others way more serious. It battled everyday icky objects like alarm clocks and port-a-potties, we selected force of good ambassadors who along with the beetle got involved with community projects and fund raising efforts around the country, we even created forceofgood.com and the “Good Times” newspaper.

We launched the “Force of Good” TV and print simultaneously. Both mediums showed the beetle battling everyday icky objects. People were encouraged to visit forceofgood.com, choose their pet peeve and watch the beetle take it on. The site encouraged people to submit worthy friends as forces of good. From the submissions, we selected ambassadors to appear on trading cards and to accompany us on the nationwide “Force of Good” tour.

The tour was documented on the site as it moved across the country. We also handed out all sorts of cool give-aways like umbrellas when it rained and flip-flops when it was hot.