The Brief

The Volkswagen Goft GTI's heritage of performance dates back to the birth of the model, making it a classic icon for speed-freaks. With the launch of long-awaited and massively-anticipated GTI MK VI, we used "Speed" to create hype among car lovers.

Creative Execution

Golf GTI has always been an icon of performance since its inception, and has always been known as the car for “those who love speed” – male-driven, technology-savvy, and competitive-minded. The strategy was not about re-inventing the wheel to identify a new proposition, rather it was to find a new strategy to market performance: To let as many people experience “speed” as possible – even before putting them behind the wheels. The strategy needed to make “speed” fun, relevant, non-technical, interactive – in a nutshell, make speed viral and make the best use of the digital platform to maximize the market noise.

Describe the creative solution to the brief/objective.

Ever been blown away by a super-speedy person? We took seven of the world’s fastest talents and got viral with their dazzling hi-speed skills just weeks before the GTI’ s official shipping day. To name a few: the world’s fastest striper, the world’s cup stacking champion, the fastest rice cake maker and painter. We seeded their films thru TV channels, forums, fan sites and youtube and brought traffic streaming into our website: www.gtilovespeed.com <http://www.gtilovespeed.com/>

Results

Never before has an online car launch engaged the audience with such a wealth of speed experiences. While competitors resort to tactical price and features, we made the brand’s speed heritage our central message. Most importantly, we created record-breaking sales – first shipment sold out and loads of free press coverage and blog buzz.