Volkswagon + Springleap
The Volkswagen Beetle is a one of the most iconic
brands in the world, beloved by fans globally.
Springleap worked with Ogilvy to launch the new
Beetle with a design competition that inspired
creatives to interpret the brand and engage fans
with awesome, illustrated fan content.
We’re really impressed with the growth and
engagement during the campaign. We continue to
engage the fans after the campaign and the designs
- Ryan Laubscher – Ogilvy, Group Account Director
No. of Entries
In the space of 8 weeks, 125 designs were sourced from
across the globe.
Springleap co-marketed the contest with Volkswagen
and Ogilvy across social media, PR, blogs and
supplementing with giveaways on local radio stations.
During the campaign, Volkswagen Beetle fans were
engaged across a variety of social platforms. In
particular, their Facebook fans doubled in December
and January – classically their worst growth months.
HOW IT HAPPENED
Springleap received the brief and brand materials and launched
the campaign, embedded in Volkswagen’s Facebook page,
Springleap’s web site and Facebook page within 24 hours.
Springleap seeded the contest to the Volkswagen fan community,
bloggers, car magazines, 23,000 designers at Springleap and in social
The client requested a particular focus on 70% African designers,
with other designers entering from USA, Malaysia, Japan, France and
South America. In 8 weeks, Springleap approved 125 designs for voting based on the
client brief, terms and conditions.
Springleap’s community managers worked with Ogilvy and
Volkswagen to understand brand guidelines and restrictions to
ensure that designs approved were on-brand and to the brief.
Designers were incentivised with prizes from Volkswagen to share
their designs with their social media communities and friends and
garner votes and shares for their work.