Play bubble

Alexander Grønli, digital media advisor at MediaCom.

Ole Kristian Hustad, consultant in Apt.

Carl-Fredrik Ullerø, consultant responsible for print and online at Dagbladet.

The Volkswagen 'Bobla' was first launched in 1938. Since then, over 21 million copies have been produced worldwide, and the 'Bobla' goes down in history as one of the world's best-selling car models. The last time a new version of the beloved car was released was in 2003. Now it's back in a new and modern guise. The new name is The 21st Century Beetle.

Everyone can draw!
With a major launch campaign by Try/Apt, it's been hard not to get excited about the new Beetle.

- The creative starting point for this campaign was that everyone has a relationship with the Beetle, it's almost an icon. The Beetle also has a shape and form that everyone is familiar with and that everyone can draw. The idea was therefore an interactive ad where people were encouraged to draw their own bubble and join a little journey that began at dagbladet.no and ended on the campaign page," says Alexander Grønli, digital media advisor at MediaCom.

No flower - just power
- The previous bubble was seen as very feminine and had strong associations with the flower power period. With the new bubble, Volkswagen wanted to show that they are moving from flower to power. The solution therefore plays on a journey from the hippie era to the present day. A little adventure that the audience was invited to take part in," says Ole Kristian Hustad of Apt.

Fun twist
Part of this campaign was on the front page of dagbladet.no in a top banner, where the audience was encouraged to draw a bubble. Once they had finished drawing it, they were taken to the Beetle landing page where they could try their hand at drawing both guitars and parachutes. They also got to see their own drawings come to life in a story with fun commentary. Different, playful and fun - just like the car itself.

Achieves most things
- The solution required a little extra from our partners. We wanted partners who didn't complicate things too much and could take the challenge in their stride. We had good experience from Dagbladet, who like to think outside the box," says Alexander Grønli.

- "This is a special campaign we have achieved as a result of a good collaboration between Mediacom, Try/Apt, Møller Bil and us. These banners delivered very well, probably because it was extra fun for the audience to be allowed to do something other than just observe. By getting involved early in the process, we are able to create special solutions such as this large top banner for the Beetle," says Carl-Fredrik Ullerø, agency consultant responsible for print and online at Dagbladet.