Life feels better in a Volkswagen. So, If you're wanting to escape the everyday, the new Golf GTI is the perfect vehicle to do it in. To prove it, we took on the most everyday thing there is. The ad break. We hacked the commercial break by creating the first TV ad you can actually play. A QR code in the first slot of the commercial break opened a web-based game, allowing Aussies to race the rest of the nation for the chance to win a GTI for real and turned a 30 second ad into a 3 minute brand takeover. In between the weekly live race events, our campaign encouraged Aussies to hone their skills on one of three practice tracks while they explored the features and performance of the forthcoming Golf GTI.
AWARDS
Cannes Lions: 1 x Gold, 1 x Bronze, 3 x Shortlist
D&AD: 1 x Graphite Pencil, 1 x Wood Pencil, 3 x Shortlist
The One Show: 1 x Bronze, 3 x Merit
Spikes Asia: 1 x Grand Prix, 1 x Gold, 1 x Bronze
AWARD: 6 x Gold, 6 x Silver, 6 x Bronze
Caples: 2 x Gold, 1 x Bronze
Mad Stars: 3 x Silver, 2 x Bronze
The campaign was the 2nd most awarded automotive campaign in the world in 2022
D&AD: 1 x Graphite Pencil, 1 x Wood Pencil, 3 x Shortlist
The One Show: 1 x Bronze, 3 x Merit
Spikes Asia: 1 x Grand Prix, 1 x Gold, 1 x Bronze
AWARD: 6 x Gold, 6 x Silver, 6 x Bronze
Caples: 2 x Gold, 1 x Bronze
Mad Stars: 3 x Silver, 2 x Bronze
The campaign was the 2nd most awarded automotive campaign in the world in 2022
Read more about it here:
https://www.contagious.com/news-and-views/the-strategy-behind-volkswagens-ad-break-race-game
https://www.afr.com/companies/media-and-marketing/volkswagen-hacks-ad-break-with-car-race-to-launch-new-gti-20210715-p58a1y
https://mumbrella.com.au/volkswagen-aims-to-take-over-the-ad-break-with-the-second-screen-in-new-golf-campaign-693461
https://www.afr.com/companies/media-and-marketing/volkswagen-hacks-ad-break-with-car-race-to-launch-new-gti-20210715-p58a1y
https://mumbrella.com.au/volkswagen-aims-to-take-over-the-ad-break-with-the-second-screen-in-new-golf-campaign-693461
