REAL RACING GTI by Akqa San Francisco for Volkswagen

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REAL RACING GTI

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Industry Cars
Media Print, Magazine & Newspaper
Market United States
Agency Akqa San Francisco
Associate Creative Director Ginny Golden
Executive Creative Director Brendan Dibona
Art Director Jefferson Liu, John Whitlock
Copywriter Jon Lee
Account Supervisor Laura Breines
Released October 2009

Credits & Description

Category: Mobile Advertising
Advertiser: VOLKSWAGEN
Product/Service: 2010 GTI
Agency: AKQA
Date of First Appearance: Oct 22 2009 12:00AM
Entrant Company: AKQA, Washington, USA
Entry URL: http://work.akqa.com/submit/cannes/gti/
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 and Sound Design: (Heavy Melody)

English Synopsis
Volkswagen wanted to launch the 2010 GTI in an unconventional way to turn the heads of GTI fans and the general public. We launched the car through an iPhone® app, Real Racing GTI, and play-to-win sweepstakes. We designed six 2010 GTI MkVI Limited Edition cars specially produced by Volkswagen for six lucky Real Racing GTI players. A viral video, web promotions, email blasts, an SMS campaign, and a special press kit with an iPod touch™inside promoted the app. Within one week, Real Racing GTI became the #1 free app in 36 countries, eventually scoring more than 6MM downloads.