Volkswagen Canada is launching a marketing campaign for the new 2012 Beetle, emphasizing its performance-oriented design through augmented reality (AR) advertising in Toronto and Vancouver. The campaign, created in collaboration with advertising agency Red Urban, will run from September 26 to October 28 and includes an event at Yonge and Dundas Square. Innovative AR animations will showcase the Beetle's aggressive features, marking a shift from its traditionally friendly image.

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FOR IMMEDIATE RELEASE
NEWS RELEASE
The 2012 Volkswagen Beetle offers the same smile with
sharper 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 animations
themselves show the Beetle launching itself through billboards, jumping off of a massive ramp that appears to
emerge from the side of a building, and smashing through transit shelters after racing through a long tunnel that
appears to be built behind the shelter itself. All the animations serve to demonstrate that this is a much more
aggressive, performance-oriented Beetle than any of its predecessors.

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“Previous Beetles have been kind of cute and friendly, but this one has a lot more attitude, so we thought the
advertising better live up to that,” notes Bruce Rosen, Director, Marketing and Communications of Volkswagen
Canada. 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 event
will take place on October 21 at Yonge and Dundas Square in Toronto. In addition, an online digital campaign
will 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 European
automotive 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 Clean
Diesel vehicle sales in Canada, and forms part of Volkswagen Group Canada Inc., a subsidiary of Volkswagen
AG 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, and
a member of the Omnicom group of companies.
For more information, contact:
Thomas Tetzlaff Steve Carli
Manager, Public Relations President
Volkswagen Canada Red Urban
777 Bayly St W 33 Bloor Street East, Suite 1100
Ajax, ON L1S 7G7 Toronto, ON M4W 3T4
Thomas.tetzlaff@vw.ca scarli@redurban.ca
www.volkswagen.ca www.redurban.ca

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Download the app at vwjuicedup.ca and scan this
marker to see the AR animation.
BEETLE CAMPAIGN
Agency: Red Urban Canada
Creative Director: Christina Yu
Writers: Matt Syberg-Olsen, Jon Taylor
Art Directors: Damian Simev, Liam Johnstone
Producer: Andrea Hull, Sam Benson
Account Director: Nicole Milette
Tech Consultant: Joe Dee
Production: Pixel Pusher
Animation/Design: Bully! Entertainment
Billboards (Atrium at Bay and 10 Dundas St. West): Clear Channel

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Download the app at vwjuicedup.ca and scan this
marker to see the AR animation.