| Title | SAREE |
| Brand | VOLKSWAGEN MALAYSIA |
| Product / Service | VOLKSWAGEN GOLF GTI |
| Category | D01. Online Video |
| Entrant | M&C SAATCHI MALAYSIA Kuala Lumpur, MALAYSIA |
| Entrant Company | M&C SAATCHI MALAYSIA Kuala Lumpur, MALAYSIA |
| Advertising Agency | M&C SAATCHI MALAYSIA Kuala Lumpur, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Henry Yap | M/C Saatchi M) Sdn Bhd | Executive Creative Director |
| Sharin/Shazlina | M/C Saatchi M) Sdn Bhd | Copywriter |
| Farrah Bianca | M/C Saatchi M) Sdn Bhd | Art Director |
| Evelynn Tan | M/C Saatchi M) Sdn Bhd | Executive Producer |
| Another Planet | Post Production | |
| Zahir Omar | Film Director | |
| Keith Ngiau | Editor | |
| Maveriq Av | Music | |
| Diyana Abbas | M/C Saatchi M) Sdn Bhd | Account Manager |
| Theresa Arthur | M/C Saatchi M) Sdn Bhd | Account Director |
Each video featured a person or a group trying to complete a challenge in 6.5seconds. This brought to life the speed and performance aspects of the Golf GTI, while the humour represented the youthful spirit and character of the car. We used real people (as opposed to models or actors) to carry out the challenges and filmed them in real time. The end result was a series of videos which were genuine, funny and unplanned.
76,417 Total YouTube views • 64,892 Microsite visits • 664 Test drive sign-ups • 65 Bookings • Potential sales worth more than RM1.36 million in just 1 week.
We challenged ordinary people to the simplest of tasks – like wearing a saree, milking a cow and even changing a diaper – within 6.5 seconds. The seemingly simple challenges juxtaposed with the car’s butter-smooth acceleration cleverly demonstrate the new Golf GTI’s intense power and speed. These ‘experiments’ were documented and 6 web films were then released during the launch period.