Three print executions juxtapose classic and modern interpretations of a similar fashion style. In one version, a young Chinese woman dressed in a classic Qi Pao dress from the 1930s stands opposite another woman wearing a more contemporary and sexy version of the dress. Another ad shows a traditional Chinese chair opposite a more modern chair design. The third presents the classic, original Beetle opposite the new 2008 model.
Each execution also has a Beetle stamp of approval, designed to demonstrate the brand's "classic by design" credentials, said Dan Mintz, chief creative officer of Dynamic Marketing Group, the independent Chinese agency that created the campaign.
The campaign is running in print media and online at Volkswagen's Chinese-language New Beetle web site, which features images from the campaign, plus the history of the Beetle and full specifications for the car. Pictures from the various promotional events are also included.
VW also printed a collectable Beetle Book. The coffee table book traces the history of the Beetle since its creation, along with other icons such as Andy Warhol paintings and furniture. Blank pages through the book encourage Beetle fans to collect and keep their own Beetle memories. The book will be distributed to guests at experiential events in cities such as Beijing, Shanghai, Guangzhou and Hangzhou.
The campaign "integrates and maintains Chinese tradition while emphasizing the stylish and iconic values of the classic Beetle brand," said Mr. Mintz. "Our integrated campaign holds a mirror up to its heritage and Chinese culture to position the car as an icon of style."
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