Volkswagen Gti: "REAL RACING GTI" Promo / PR Ad by Akqa

Visit Site: http://work.akqa.com/submit/gti/
Type of entry: Use of Media
Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: VOLKSWAGEN
Product/Service: 2010 GTI
Agency: AKQA Washington, USA
Director of Client Services: John Deschner (AKQA)
Director of Mobile Strategy: Johnathan Hum (AKQA)
Account Supervisor: Laura Breines (AKQA)
Senior Account Executive: Sarah Cheffy (AKQA)
Account Coordinator: Erin Chandler (AKQA)
Executive Creative Director: Brendan DiBona (AKQA)
Associate Creative Director: Ginny Golden (AKQA)
Art Director: Jefferson Liu (AKQA)
Art Director: John Whitlock (AKQA)
Senior Designer: Eric Lohman (AKQA)
Copywriter: Jon Lee (AKQA)
Technical Director: Douglas Smith (AKQA)
Flash Developer: Jon Reiling (AKQA)
Game Developer: (Firemint)
Mobile Technology: (Distributive Networks)
Animation: (Plastic Wax)
Music & Sound Design: (Heavy Melody)
Results and Effectiveness:
Within one week of launch, Real Racing GTI became the #1 free app in 36 countries, eventually scoring more than 6MM downloads. VW saw an immediate 80% jump in leads, test drives and quote requests. And over half the sales were to new VW owners – twice the usual rate. The total sales volume more than matched those of a traditional model launch with less than 3% of the budget and without $1 in paid media.
Creative Execution:
We chose to launch the all-new 2010 GTI through an iPhone® app and play-to-win sweepstakes. Real Racing GTI was an immersive experience giving players their first chance to drive the all-new 2010 GTI. It included VW branded tracks, an online leaderboard, a virtual showroom, GPS-enabled dealer lookup, and the ability to post and share replay videos on YouTube.
To celebrate the sixth generation of “the original hot hatch,” we designed the Limited Edition GTI MkVI to be awarded to six lucky players. The cars included embroidered leather interior, carbon-fibre accents, custom badges, and a custom owner’s manual and key case.
To promote the app, we developed a teaser video, web promotions, email blasts, an SMS campaign, and a special press kit with an iPod Touch™inside. The campaign combined everything drivers love about the car: innovation, performance and style.
Insights, Strategy and the Idea:
In a fragile year for the automotive industry, Volkswagen challenged us to re-think the traditional notion of how to launch a car. They wanted to introduce the all-new 2010 GTI in an unconventional way that would get the attention of core GTI fans and the general public. To do this, we created the world’s first mobile car launch.