Launching the ID. Buzz

🐄 Opportunity: Create BUZZ around the official US launch of the new all-electric VW ID. Buzz.
🛸 Solution: Create a simple yet powerful nostalgia campaign that includes a launch event, CRM campaign, .COM activations, social content, and downloadable content for our VW enthusiasts to get hyped about.
👽 Outcome: PURE JOY. Fans of the bus, both new and old, attended the event en masse and even reposted screenshots of the announcement email to share on their social communities. VW.com alone saw an 88% lift in traffic during the hour the email was delivered. Consider this fire stoked!

CRM

We created a series of emails (Before, During, and After) to drive attendees and awareness to the activation event in Huntington Beach, CA. The pre-event email features a teaser image of the classic VW Type 1 bus with a page turning effect applied, revealing just a tiny bit of the new ID. Buzz. Then, we sent a day-of email that included branded digital goodies. Then, to wrap it all up, we sent a post-event email featuring images that captured all the vibes VW fans experienced.

ID. Buzz GIPHY Sticker Pack + Downloadable Wallpapers
To hype up the launch in more spaces, we gave our fans GIPHY stickers to use across messaging platforms and wallpapers to show their VW Love.

OOH Placement
Our partner agency, Johannes Leonardo, created unignorably clever OOH placements that brought back the classic VW ad vibes and spirit of the classic bus.

June 2nd Launch Event in Huntington Beach, California
VW enthusiasts across the country came to show off their old buses and marvel over the new ID. Buzz. Comedian and actor Gabriel Iglesias (aka FLUFFY!) is also a huge fan of the classic VW bus and was not shy about expressing his love for VW.