Results and Effectiveness

Almost 8,000 unique participants and lively internet buzz show that we actively involved people with the Volkswagen brand. And, crucially, we managed to link it with the things that Hong Kong loves.

Creative Execution

Users first competed online in 4 engaging mini-games. Games that were not only fun, but highlighted the key features of several Volkswagen models. With over 4,000 serious players, competition for the 60 top qualifying spots was intense. The final challenge was a showdown on the streets of Hong Kong. Our unmissable racing station in the city¹s busiest pedestrian area broadcast the challenge as it was being played. We encouraged passers-by to send a simple SMS to give their favourite car or driver a vital speed boost, so that they could feel part of the brand experience too.

Insights, Strategy and the Idea

Hong Kong people have two great loves: racing, and mobile phones. We wanted to create a third: Volkswagen. So we developed a crazy game to bring all three together, and we called it the Volkswagen Challenge.