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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

ICONIC

ClientVOLKSWAGEN
CategoryA02. Posters
TitleICONIC
Product/ServiceBEETLE
Entrant Company:MUDRA COMMUNICATIONS Mumbai, INDIA
Design/Advertising Agency:MUDRA COMMUNICATIONS Mumbai, INDIA
Credits
Name Company Position
Bobby Pawar Mudra Communications Chief Creative Officer
KB Vinod Mudra Communications Creative Head
Manish Darji Mudra Communications Creative Director
Akhlesh Baghri Mudra Communications Copy Writer
Manish Darji Mudra Communications Designer
Manish Darji Mudra Communications Illustrator
Shringarpure Bipin Mudra Communications Production Manager
Monish Debnath Mudra Communications Account Manager

Brief Explanation

The Volkswagen Beetle has grown into an instantly recognizable icon over the last several decades. However, it was launched in India only recently. Instead of running a campaign to highlight the car's legacy, we created a visual identity for the Beetle, putting its unique design in the same league as the great icons of our time. We utilized the walls of the Volkswagen showrooms as well as other media to create buzz around the Beetle and to give its already increasing popularity a big boost.

Describe the brief from the client:

The Volkswagen Beetle, despite being a well-known car around the world, was launched in India very recently. While the car managed to charm its way into garages soon enough, there was still a huge segment of Indian car owners who weren't fully aware of the car's place in history. Our task was to capture the legacy of the Volkswagen Beetle, while keeping the communication young and fresh.

Description of how you arrived at the final design:

We recreated pop-culture icons with a series of simplistic illustrations. The designs were clean, minimalistic and engaging, much like the Beetle itself. The icons made their way into the walls of showrooms, posters, t-shirts, calendars, and a book.

Indication of how successful the outcome was in the market:

All the Volkswagen showrooms in the country were transformed simultaneously, almost overnight. The footfalls in the showrooms picked up on the very first day, as the striking designs were hard to miss even from across the street. The give-away posters, t-shirts and calendars added to the buzz and got more people enquiring about the Beetle and registering for test drives. In addition, mailers were sent out inviting potential customers to the showroom. Over the next 6 weeks, the average number of test drive requests steadily grew by over 40% and the Beetle continues to be one of the most talked-about cars in India.