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Meet The 2012 Beetle - Press Release
Meet The 2012 Beetle - Press Release
Meet The 2012 Beetle - Press Release
Meet The 2012 Beetle - Press Release
Meet The 2012 Beetle - Press Release
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Meet The 2012 Beetle - Press Release

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October 21st is your chance to see the The 2012 Beetle come to life even before it hits the dealerships. We'll be in Dundas Square all day, demonstrating our mind-blowing augmented reality billboards, …

October 21st is your chance to see the The 2012 Beetle come to life even before it hits the dealerships. We'll be in Dundas Square all day, demonstrating our mind-blowing augmented reality billboards, and handing out some pretty cool Beetle swag. Don't miss it.

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  1. THIS IS A : WE ARE HERE : Memo Note Letter 1100 - 33 Bloor Street East Grocery List Press Release Toronto, ON M4W 3H1 Ransom Note To-Do redurban.caFOR IMMEDIATE RELEASENEWS RELEASEThe 2012 Volkswagen Beetle offers the same smile withsharper teeth. The Volkswagen Beetle has been many things over the years. But whether playing the role of the friendly, utilitarian car of the people, or a smile-on-wheels with a ower vase by the steering wheel, it’s also always been a single-minded exercise in progressive, iconic design. The latest incarnation of the Beetle is no exception. Although, lurking beneath a shell that harkens back to the original is a machine that’s dedicated to performance and driving enjoyment. While a focus on performance is de nitely a new direction for the Beetle, innovation has always been a hallmark of the car’s personality, so Volkswagen Canada and Toronto advertising agency, Red Urban, agreed that innovation must also inform the marketing effort to launch the Beetle in Canada. To this end, much of the Beetle out of home advertising in Toronto and Vancouver offers an enhanced experience, using augmented reality (AR), a technology that allows people to use mobile devices like iPhones and iPads to see animations on the advertising that are triggered by markers embedded in the ads themselves. The AR animations can be seen on gigantic billboards in Toronto’s Dundas Square, as well as on transit shelters throughout Vancouver and Toronto. The animationsthemselves show the Beetle launching itself through billboards, jumping off of a massive ramp that appears toemerge from the side of a building, and smashing through transit shelters after racing through a long tunnel thatappears to be built behind the shelter itself. All the animations serve to demonstrate that this is a much moreaggressive, performance-oriented Beetle than any of its predecessors.
  2. THIS IS A : WE ARE HERE : Memo Note Letter 1100 - 33 Bloor Street East Grocery List Press Release Toronto, ON M4W 3H1 Ransom Note To-Do redurban.ca“Previous Beetles have been kind of cute and friendly, but this one has a lot more attitude, so we thought theadvertising better live up to that,” notes Bruce Rosen, Director, Marketing and Communications of VolkswagenCanada. Steve Carli, President of Red Urban adds, “The car is a nod to the past and the future at the same time,so using the AR overlay on a very traditional out-of-home media buy really seemed like a solid conceptual t.”The out-of-home campaign runs from September 26 to October 28 in Vancouver, Toronto and Montreal. An eventwill take place on October 21 at Yonge and Dundas Square in Toronto. In addition, an online digital campaignwill run from September 26 to November 4. The free app can be downloaded at vwjuicedup.ca.Founded in 1952, Volkswagen Canada is headquartered in Ajax, Ontario. It is the largest volume Europeanautomotive nameplate in Canada, and sells the Golf, Golf Wagon, Golf GTI, Beetle, Jetta, CC, Eos, Passat,Tiguan, Routan, and Touareg through 133 independent Canadian Dealers. It is the leader in affordable TDI CleanDiesel vehicle sales in Canada, and forms part of Volkswagen Group Canada Inc., a subsidiary of VolkswagenAG headquartered in Wolfsburg, Germany.Volkswagen is one of the world’s largest producers of passenger cars and is Europe’s largest automaker.Red Urban, an advertising agency in Toronto, Canada, is one of Volkswagen Canada’s Agencies of Record, anda member of the Omnicom group of companies.For more information, contact:Thomas Tetzlaff Steve CarliManager, Public Relations PresidentVolkswagen Canada Red Urban777 Bayly St W 33 Bloor Street East, Suite 1100Ajax, ON L1S 7G7 Toronto, ON M4W 3T4Thomas.tetzlaff@vw.ca scarli@redurban.cawww.volkswagen.ca www.redurban.ca
  3. THIS IS A : WE ARE HERE : Memo Note Letter 1100 - 33 Bloor Street East Grocery List Press Release Toronto, ON M4W 3H1 Ransom Note To-Do redurban.ca
  4. THIS IS A : WE ARE HERE : Memo Note Letter 1100 - 33 Bloor Street East Grocery List Press Release Toronto, ON M4W 3H1 Ransom Note To-Do redurban.caDownload the app at vwjuicedup.ca and scan thismarker to see the AR animation.BEETLE CAMPAIGNAgency: Red Urban CanadaCreative Director: Christina YuWriters: Matt Syberg-Olsen, Jon TaylorArt Directors: Damian Simev, Liam JohnstoneProducer: Andrea Hull, Sam BensonAccount Director: Nicole MiletteTech Consultant: Joe DeeProduction: Pixel PusherAnimation/Design: Bully! EntertainmentBillboards (Atrium at Bay and 10 Dundas St. West): Clear Channel
  5. THIS IS A : WE ARE HERE : Memo Note Letter 1100 - 33 Bloor Street East Grocery List Press Release Toronto, ON M4W 3H1 Ransom Note To-Do redurban.caDownload the app at vwjuicedup.ca and scan thismarker to see the AR animation.

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