We partnered with Discovery Channel and Volkswagen on a two-year campaign to create the world's first underwater car. Our team worked tirelessly to design, build, and fly the "Underwater Beetle" that Luke Tipple piloted for 6 x 60 second spots to anchor Shark Week.

CHALLENGE

Volkswagen needed an entertaining way to demonstrate the brand’s commitment to innovation and industry-leading engineering geared for a highly engaged and broad (A18-45) audience to launch their sponsorship of Discovery Channel’s Shark Week programming.  Delve was tasked with the concept and execution of a story that integrated seamlessly into the programming with an entertaining hook that only VW could own.

APPROACH

While VW is known for being an industry leader above sea-level, Shark Week explores the unknown habitat below the surface.  Our execution took viewers on an unexpected journey into shark territory with the one-of-a-kind submersible Volkswagen developed to highlight the features of speed and agility for which the car manufacturer is known.

RESULT

Our long-form and short-form content allowed Discovery to distribute the partnership story on multiple platforms across the network while heavily integrating product into all facets of the campaign.  The execution delivered 6 Gold and 2 Silver ADDY Awards for the campaign and helped VW retain the second highest market share in the manufacturer's category for the US market.