Launching the ID. Buzz
The classic VW bus is making its 2024 comeback as the all-electric ID. Buzz. This meant for the launch event, it was our job to generate, well…do I have to say it?
We created a simple yet colorful campaign that captured the spirit of the bus through a three-part launch campaign that lived across our digital and CRM channels. But this wasn’t just your typical email and .com messaging. We also included a downloadable goodie bag for VW enthusiasts to get extra excited about the event. It worked like a charm. People all over Reddit and Twitter were reposting our emails. Yes, emails. VW.com saw an 88% lift in traffic due to our email communications. And the event was as close to those classic Huntington Beach parties as one can get.
CRM
We created a series of emails (before, during, and after) to drive attendees and awareness to the activation event in Huntington Beach, CA. The pre-event email featured a teaser image of the classic VW Type 1 bus with a page-turning effect applied, revealing just a tiny bit of the new ID. Buzz. Then, we sent a day-of email that included branded digital goodies. To wrap it all up, we sent a post-event email featuring images that captured all the vibes VW fans experienced.
ID. Buzz GIPHY Sticker Pack + Downloadable Wallpapers
To hype up the launch in more spaces, we rewarded our fans with GIPHY stickers to use across messaging platforms, and wallpapers to download their VW love.
OOH Placement
Our partner agency, Johannes Leonardo, created unignorably, clever OOH placements that brought back the classic VW spirit.
June 2nd Launch Event in Huntington Beach, California
VW enthusiasts across the country came to show off their old buses and marvel over the new ID. Buzz. Comedian and actor Gabriel Iglesias (aka FLUFFY!) who is also a huge fan of the classic VW bus, was not shy about expressing his love for the brand. (Not pictured: me getting sunburned.)
