Volkswagen corrects one of the world's most iconic parking fails and reparks the 5th Beatle on Abbey Road to highlight Park Assist technology.

Background

In 1969, a Volkswagen Beetle was wrongly parked on Abbey Road. Sadly, the parking mishap ended up on one of the world’s most iconic album covers.

Idea

To celebrate the 50th anniversary of The Beatles’ Abbey Road, Volkswagen released a limited edition vinyl cover. But this time, with a perfectly parked 5th Beatle. The tribute highlights Park Assist, a parallel parking assistant that automatically parks the car – a feature that was obviously not available 50 years ago.

The "Album" Release

The Reparked Edition was released on September 26, 2019, exactly 50 years after Abbey Road came out. It was sold in record stores and on a campaign site online. To promote the launch, Volkswagen ran product recall ads for the badly parked original in newspapers and DOOH, encouraging people to replace the original cover with a badly parked Beetle with the new, correctly parked anniversary edition. The cover sold out in 2 hours and 19 minutes, and quickly started re-selling on Ebay for +2500%. All proceeds were donated to BRIS, a Swedish children’s rights organisation.

Visit the Campaign Site

425 000 000

UNIQUE MEDIA IMPRESSIONS

+2500%

RESALE VALUE ON EBAY

2h19min

SOLD OUT IN

“A creative way to highlight the automaker’s Park Assist technology.”

FOX BUSINESS

“One small detail that only a German could notice.”

DRIVETRIBE

“Volkswagen decided to recreate the album in a top-notch advertising move.”

FORBES

Abbey Road with Park Assist is exhibited at the Beatles Museum, officially becoming a part of Beatlemania.