The task was to make all of our beetle consumers test drive the 21st Century Beetle in a simple and cheap way.

Having a huge phone database of the consumers, we decided to use this to reach them with something really simple:

A text message.

The idea.

The 21st Century Beetle Emoticon.

we sent a SMS with a new emoticon.

(o\__/o)

Along with it, we sent the consumers an invitation to get a free test drive at the closest car dealer.

The consumer only needed to present the SMS to get the free test drive.