Consumer-led Campaign Comes Up Rosey

Inspired by fans, VW’s Special Edition 2017 #PinkBeetle makes a colourful entrance.

Among much pink-hued pandemonium, this social media-created product arrives this autumn in its own loud shade of Fresh Fuchsia Metallic paint. The campaign launched exclusively on Volkswagen US social channels and was created by the brand’s social agency of record, ISL, a Washington-based digital agency acquired by JWT in August.

The car was inspired by Volkswagen fans who started painting their beloved Beetles in dazzling fuchsia — and sharing the results via social with the hashtag #PinkBeetle. Everyone had a different reason for painting their Beetles, but the thing they all shared was their passion for pink pimpings.

A welcome repost to the strong whiffs of testosterone that usually accompany auto marketing, this flamboyant campaign encourages all of us to ‘live a little brighter’ and features a 50-second film, directed by Zach Goodwin, ISL's creative director, that follows the progress of a rally of joyous revelers scampering in-the-pink through the streets of Washington DC led by a #PinkBeetle.

The campaign also features multiple social media assets, such as GIFs and photos to engage the #PinkBeetle fans. Mike Awdish, director of digital marketing at Volkswagen Group of America said: “It's so great to be able to make consumers' wishes a reality. The #PinkBeetle has been a real opportunity to celebrate with the VW community through a limited edition model that brings their love for the brand to life."