Volkswagen to promote Beetle Art range through DM campaign

The microsite, which was devised by Tribal DDB, allows users to create, view and print out a copy of their personalised Beetle through the website's configurator, and enter a competition to win their creation.

David Miller, group account director at Proximity, said: "Beetle Art is an extra option that reflects the characters of both the new Beetle and their style-conscious owners perfectly.

"We created the DM pack to emphasise this perfect fit and show people how they can make the decal designs and colours work for them to create a truly personalised car."

Proximity London said the mail-outs would appeal to women "for whom style is the most important factor when choosing a new car."

In addition to the mailer, there will be four collectable postcards available in pubs and clubs through Boomerang Media. They will contain information about the separate designs, the car, and how to access the microsite.

The four Beetle Art designs are entitled 'Taking Flight' by Mibo, 'It's All Mine' by Parra, 'Mud Splats' by Jamie Cullen, and 'Chasing Rainbows' by Steve Wilson.

Morna Steel, communications manager at Volkswagen, said: "The vibrant art direction of the DM pack and postcard collection reflects perfectly what Beetle Art is about.

"As well as highlighting the new traffic-stopping designs, they perpetuate New Beetle's friendly, accessible image as the designer car for everyone."

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