NEW YORK Volkswagen is launching a campaign from Crispin Porter + Bogusky for the new Eos convertible. The push, which eschews TV, features an online boutique to shape and extend the car's brand identity.
The site, eosboutique.com, launches this month. It features an Eos line of wraps, silk scarves and blankets designed by Lutz & Patmos and Hable Construction.
"The challenge for us was to create something that was chic and unique," said Tina Lutz, co-owner of the six-year-old company based in New York. "It needed to be a one size fits all, but is also really glamorous."
The goal of the boutique, and the surrounding advertising, is to establish the Eos brand as something to be prized by the target demographic, the 30- to 54-year-old "accomplished female," said Amy Gushman, brand marketing manager at VW.
"We felt like successful women are having to drive symbols of male success," added Andrew Keller, executive creative director at CP+B in Miami. "We felt like this was an opportunity to take gear and accessories and really say what would be right for a modern successful woman."
VW looks to drive Web site traffic through online executions as well as ads in Cookie, Moore and Vanity Fair. The print component breaks in February.