Volkswagen – New Beetle
Astral Mix developed an integrated campaign for Volkswagen to create an emotional connection with women ages 24 to 49 and promote the benefits of driving a New Beetle.
Using a synergistic mix of television, outdoor and Internet advertising, as well as sponsorship, Astral Mix created a vibrant campaign built around the New Beetle slogan “Osez le Bonheur” (Dare to be happy!). The strength of the campaign lay in presenting the New Beetle as a remedy for unhappiness. Every message was adapted to the type of program it sponsored―comedy, suspense, health―conveying the advantages of the car while creating a complicity between the brand and its target public.
