| Title | ONLY FOR THE ADVANCED |
| Brand | VOLKSWAGEN MALAYSIA |
| Product / Service | GOLF GTI MK VI |
| Category | A04. Direct Response Digital Media |
| Entrant | TRIBAL DDB Petaling Jaya, MALAYSIA |
| Entrant Company: | TRIBAL DDB Petaling Jaya, MALAYSIA |
| DM/Advertising Agency: | TRIBAL DDB Petaling Jaya, MALAYSIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Faizal Reza | Tribal DDB Malaysia – part of Tribal DDB Worldwide | Creative Director |
| Maharis Azman | Tribal DDB Malaysia – part of Tribal DDB Worldwide | Head of Interactive Design |
| Yap Swee Jin | Tribal DDB Malaysia – part of Tribal DDB Worldwide | Creative Group Head |
| Ngiam Yu Chun | Tribal DDB Malaysia – part of Tribal DDB Worldwide | Account Director |
| Remi Helmay | Tribal DDB Malaysia – part of Tribal DDB Worldwide | Technical Director |
| Foo Sien Yih | Tribal DDB Malaysia – part of Tribal DDB Worldwide | Programmer |
| Yeo Chin Ling | Tribal DDB Malaysia – part of Tribal DDB Worldwide | Interactive Producer |
| Soo Kwok Weng | Tribal DDB Malaysia – part of Tribal DDB Worldwide | Project Director |
| Eric Leong | Tribal DDB Malaysia – part of Tribal DDB Worldwide | Interactive Designer |
The goal of this campaign was to launch the new Volkswagen Golf GTI Mark IV in Malaysia. The car was launched with a campaign that appeals to motorsports enthusiasts and carried the big idea - Only for the advanced. Our task was to bring out this idea on an eDM.
The solution was to cleverly make use of the medium and create an eDM that carried the big idea across an interactive platform. Inspired by ASCII art, we developed the eDM with two messages - one that can be read normally but the rest requires an interactive action (Ctrl + A), to reveal the hidden text. The hidden text highlights features of Golf GTI Mark IV that only advanced drivers would appreciate.
The main challenge was developing a concept that mirrored the concept of the car - sleek with advanced hidden features, on an eDM. We needed to show both overtly and metaphorically, that everything about the new Golf GTI is only for the advanced.
The results of the Volkswagen eDM that’s only for the advanced exceeded expectations. • 1,835 eDMs were successfully sent. • Email blast achieved an open rate of 36.40% • Conversion rate was an outstanding 10.41% • A total of 77 units of the Golf GTI MK 6 were sold during the campaign period (18 November 2009 – 18 December 2009).