Schoch & Sonders for the 21st Century Beetle

"The challenge was to develop a cross-model concept that on the one hand integrates into the Volkswagen brand design, but on the other hand can also be used individually for each future model. Schoch & Sonders convinced us with their approach," says Sandra Grau, Marketing Manager Volkswagen PW at AMAG Switzerland. The color, image and structure concept is currently being used for the first time for the 21st Century Beetle and works on a wide variety of formats and materials. For example, on flags, decorative posters, window stickers and gadgets, which are used at a total of 165 VW dealers in Switzerland.

In addition to the standardized material for the dealers and the central launch campaign, VW commissioned Schoch & Sonders with the realization of light projections. The idea was based on the analogy between the silhouette of the 21st Century Beetle and the shape of the Beetle, by which name the vehicle was known in its original form. Beetles were animated, which crawl over house walls, form the silhouette of the 21st Century Beetle and finally present the vehicle. The light projections took place in 6 Swiss cities (Zurich, Bern, Basel, Lugano, Lausanne, Geneva). The animation was so well received that it was also used for an online advertising form and in print advertising.

Responsible at Schoch & Sonders: Dominik Schoch and Roman Sonders (strategy and concept), Annina Deucher and Tina Fuchs (project management), Dominique Ghilardi, David Moore, Nina Schoch and Anja Hegelbach (design). Responsible at AMAG Auto Motoren AG: Sandra Grau (Marketing Manager) and Nathalie Mösch (Advertising Specialist).