| Title | GOLF GTI |
| Brand | VOLKSWAGEN GROUP AUSTRALIA |
| Product / Service | GOLF GTI |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | DDB SYDNEY, AUSTRALIA |
| Entrant Company: | DDB SYDNEY, AUSTRALIA |
| Advertising Agency: | DDB SYDNEY, AUSTRALIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Matt Eastwood | DDB Sydney | Executive Creative Director |
| Mark Harricks | DDB Sydney | Creative Director |
| Tim Cairns | DDB Sydney | Copywriter |
| Tim Green | DDB Sydney | Art Director |
| Matt Grogan | DDB Sydney | Digital Creative Director |
| Karen Ferry | DDB Sydney | Digital Copywriter |
| Dhani Sutanto | DDB Sydney | Digital Art Director |
| Harold Janson | DDB Sydney | Flash Developer |
| Marcio Puga | DDB Sydney | Flash developer |
| Bethany Kennedy | DDB Sydney | Designer |
| Cathy Peare | DDB Sydney | Business Director |
| Cammy Miao | DDB Sydney | Business Executive |
| Phil Wall | DDB Sydney | Project Manager |
| Sarah Hetherington | DDB Sydney | Project Manager |
| Ferdinand Haratua | DDB Sydney | Technical Director |
The campaign was a huge success. Volkswagen wanted to sell 700 GTI's in 2 months. They sold 1000 in 2 weeks. And to this date there is still a 6 month waiting list, for a car whose only major improvement is something the consumer couldn't see.
We created the GTI Advanced Driving Academy. A competitive online space where people competed for 200 spots on track day. Over 4 weeks they competed and learnt through online tutorials. At the end the 200 students were let loose under the supervision of the best race drivers in the country. They compared the previous model on the skid pan, hot laps and various other courses. After the track days our 200 spread the word about XDL over car blogs.
When we launched the new GTI, it looked exactly like the old one. Except for the XDL, a differential locking system.