| Title | SCIROCCO CUP REACTION CHALLENGE |
| Brand | VOLKSWAGEN MALAYSIA |
| Product / Service | RACING GAME |
| Category | D04. Use of digital in a promotional campaign |
| 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 introduce the Volkswagen Scirocco Cup race series for the first time in Malaysia. Our task was to create awareness and drive interest through a fun, interactive experience.
Avoiding the most obvious route to create a racing game, we were inspired by training equipment designed for race drivers to improve reaction time - BATAK PRO. As a result, we developed the world’s first Augmented Reality game based on real life training equipment.
The solution was to create an interactive game which gained repeated plays and site visits. Through the game we impressed upon users, how a race driver feels behind the wheel while keeping the experience fun and exciting. We wanted to generate awareness and buzz leading up to race day.
The microsite garnered repeated plays and site visits. The campaign ran for a total of 2 weeks. During that time, traffic sources sent a total of 4,317 visits. And the average time spent per user was 5.02 minutes.