Demographic data shows that VW owners were statistically more likely to be into things like reading, snowboarding, and recycling. They’re even more likely to be happy. Despite the positive aspect of these statistics we felt Jetta owners didn’t deserve to be stereotyped as smart, successful, happy, and athletic people. A campaign was created to insure that these statistics didn’t promote stereotyping of Jetta owners.

From April 10-April 30 “Safe Happens” spots were aired on major networks and cable stations featuring realistically portrayed crashes. The Jetta configurator went live on May 26 at vwfeatures.com and allowed users to customize their own Jettas as well as their own crashes. Jetta support continued online with click-through banner ads in which the Jetta was pulverized by banners for other brands. In June, safety instruction cards were placed in the backseat pockets of new Jettas and Passats. Newspaper executions and OOH boards also featured the iconic yet crunched Jetta. And drive time radio was a safety conversation unto itself.