Volkswagen Promo #GOLFGTIEXPERIMENT by DDB Madrid

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#GOLFGTIEXPERIMENT

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Industry Cars
Media Promo & PR
Market Spain
Agency DDB Madrid
Creative Director Juanra Alfaro
Art Director Cristian Jimenez, Liana Tavares
Copywriter Nerea Cierco, Xavi De La Cruz
Account Supervisor Javier Villalba
Released May 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: VAESA/VOLKSWAGEN
Product/Service: VOLKSWAGEN GOLF GTI
Agency: DDB SPAIN
Chief Creative Officer: Jose Mª Roca de Viñals (DDB Spain)
Creative Director: Juanra Alfaro (DDB Spain)
Copywriter: Xavi de Cruz (DDB Spain)
Copywriter: Nerea Cierco (DDB Spain)
Art Director: Cristian Jimenez (DDB Spain)
Art Director: Liana Tavares (DDB Spain)
Account Manager: Gorka Lozano (DDB Spain)
Account Supervisor: Javier Villalba (DDB Spain)
Account Supervisor Online: Thais Ruiz de Alda (DDB Spain)
Account Team: Esther Serrano (DDB Spain)
Account Team: Ester Vall (DDB Spain)
Technology Director: Emilio Gonzalez (DDB Spain)
Creative Coder: Pablo Sanchez (DDB Spain)
Media placement: Newspapers And Magazines - AD -ARCHITECTURAL DIGEST,TRAVELER,PC ACTUAL,VIAJES NATIONAL GEOGRAPHIC,QUO,ESQUIRE,GENTLEMAN,MAN - 1st May 2011
Media placement: Website - Http://www.golfgtiexperiment.com/eng/ - 1st May 2011
Media placement: Banners - YAHOO, TERRA, ORANGE, MSN, YOUTUBE, FACEBOOK, ADMAN, YOROKOBU, GYJ / MPIB, HACHETTE, FOCUS EDICIONES - 1st May 2011
Media placement: Social Networks - Facebook, Youtube, Twitter - 1st May 2011
Media placement: Blogs - Víctor Puig, FayerWayer, HighMotor, Copyloto, Good2b, Yorokobu, Loogic, El Último Blog, Motorfull, P - 1st May 2011

Describe the objective of the promotion.
After 35 years of maintaining its leadership within the Spanish market, the Golf GTI was threatened by its competitors. We had to do something to awaken its fans, something that would fire conversation around it, something that would make the myth even bigger.

Describe how the promotion developed from concept to implementation.
Today, the most advanced techniques in biosensory measurement allow us to know what we see and what we feel when looking at something. And that gave us an idea: Why don't we try to find out what is it that Golf GTI has? What has made it a myth? What is its secret?
That’s how #GOLFGTIEXPERIMENT was born, a real experiment to try and shed some light into the GTI myth.
As we expected, the experiment didn’t bring any light, but it served as an excuse to take the question to social media.

Explain why the method of promotion was most relevant to the product or service.
#GOLFGTIEXPERIMENT was, ostensibly, a real experiment to find out why the Golf GTI had become a myth. But its real objective was aiming way further.
The experiment had to ‘fail’ to make everyone give their own view in social media. Everything was planned so it would end up this way, from the use of a hashtag as the name of the experiment to the teaser campaign and the action with bloggers. The experiment had to cause the Golf GTI to be discussed again as something unique and special, and to generate content that would transform the Golf GTI into an object of research.

Describe the success of the promotion with both client and consumer including some quantifiable results.
On YouTube, 1,100 users discussed our ‘failure’.
950,000 users put forward their theories on Twitter.
#GOLFGTIEXPERIMENT became a trending topic.

On Facebook, 1.8m users also talked about the GTI myth.
Overall, more than 25m people joined the conversation.
The campaign achieved free coverage valued in €290,000.
The test-drive bookings were 140% higher than those in any other campaign from the brand to date.