Category: Ambient: Transit
Product/Service: GOLF GTI
Agency: DDB SYDNEY
Executive Creative Director: Matt Eastwood
Creative Director: Mark Harricks
Copywriter: Tim Cairns
Art Director: Tim Green
Account Manager: Patrice Bougouin Business Director/Cathy Peare - Digital Business Director
Account Supervisor: Scott Thomson - Group Business Director
Illustrator: Dhani Sutanto/Marcio Puga/Bethany Kennedy
Other Credits: Creative Director Digital: Matt Grogan
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: DDB SYDNEY, AUSTRALIA
Description of Ambient execution
PROBLEM: Launch the new GTI, when it looks exactly like the old one. In fact the only major difference was a thing called XDL. A differential locking system. Something the consumer couldn’t see. Something they could only feel if they drove the car really, really hard.
IDEA: Create the Ultimate Test Drive. You + GTI + a Racetrack
SOLUTION: Invite 200 car enthusiasts and let them loose on our track under the supervision of the best race drivers in the country. Where they compared the old model against the new GTI’s XDL system. And let them spread the message to others online of the superior handling of the new XDL system.
RESULTS: Volkswagen aimed to sell 700 GTI’s in 2 months.
They sold 1000 GTI’s in 2 weeks (their entire shipment).
And there is still a 6-month waiting list.
The Outdoor Advert titled GOLF GTI was done by DDB Sydney advertising agency for product: Volkswagen Golf Gti (brand: Volkswagen) in Australia. It was released in the Oct 2009.