The brief was to launch the 2012 Beetle, Volkswagen’s most performance-oriented Beetle yet. While the previous Beetle skewed female, this Beetle is targeted at a male audience. The goal was to give The Beetle a more aggressive personality and position it as a performance machine.Since The Beetle is a modern, performance oriented take on a classic design, it made sense that the advertising be a modern take on a classic medium. We integrated Augmented Reality markers into billboards and transit shelters in the national launch of the 2012 Beetle. The markers encouraged people to download an app which would enable them to see The Beetle perform a variety of spectacular stunts simply by pointing their smartphones at the ads. We also posted YouTube videos which enabled people to experience the AR at home.At 148, 899, 213, the campaign yielded the highest total impressions in VW Canada’s history. With 3,537,513, The Beetle launch also brought in the most single day visits to vw.ca in 2011 (nearly triple the number of any other launch and 373% higher than normal daily traffic). The average time spent engaging with the app was 1 minute and 2 seconds. And the campaign was mentioned in 1,794 tweets. Best of all, 83% of the total Beetle inventory was sold within the first month.