Esprit CoxImmersive website
To mark the launch of the new Volkswagen Beetle lineup, DDB Paris enlisted the web agency Bonhomme in Paris to create a platform inspired by the social network Tinder, allowing users to find the vehicle that best suits them a fun and immersive interactive experience that generated strong community engagement and won several awards.
How can you generate attention around a car model a year after its launch?
One year after its launch, the new Volkswagen Beetle needs a second wind to stay part of the conversation. The challenge isn't to relaunch a conventional campaign — it's to create a digital event that surprises, engages and generates spontaneous virality. DDB Paris called on Bonhomme's web agency in Paris to design an immersive website radically different from the usual devices in the premium automotive sector — a concept that repurposes a popular cultural code to create surprise.
Bonhomme in Paris designs #EspritCox — a premium platform that borrows Tinder's codes to turn the discovery of the Volkswagen Beetle range into a playful matchmaking experience. Users swipe between models, discover their features through a familiar interaction mechanic, and find the one that suits them best.
The work in UX/UI repurposes dating-app navigation patterns with precision and humour — every interaction is designed to build a sense of complicity between the user and the model, right up to the final match that reveals their ideal Beetle. The mechanic is instantly understandable, engaging and naturally shareable.
Results and impact
The device makes it possible to:
- design a premium platform that repurposes Tinder's codes to renew attention on the Volkswagen Beetle;
- create a playful, instantly understandable interactive experience that generates strong community engagement;
- turn the discovery of a car range into a moment of complicity and spontaneous sharing;
- win several awards for the creativity and relevance of the digital concept;
- demonstrate Bonhomme's ability to reinvent the codes of automotive communication with precision and boldness.
By bringing together web agency expertise, immersive website design and UX/UI, Bonhomme in Paris demonstrates its ability to design premium digital experiences that surprise and engage — concepts that stand out in the automotive sector for their creative precision and viral effectiveness.
Nicolas S.Creative Director - DDB Paris
As usual, Bonhomme has demonstrated sharpness and creativity on #EspritCox. They are certainly effective and passionate.
FAQ — Esprit Cox
Informations
ClientVolkswagen
AgencyDDB Paris
DateMay 2015