New Golf GTI pre-release: a launch without a car (2006)
Best DIgital
Campaign: New Golf GTI pre-release: a launch without a car
Brand: Volkswagen Golf GTI MK5
Client: Volkswagen UK
Agencies: Tribal DDB and DDB London
Authors:
The aim of this campaign was to sell 50% of the annual 2005 volume of the new Volkswagen Golf GTI MK5, when no cars were available for six months and to do it with less than 10% of the total budget. The strategy pre-empted competitors by reaching the core GTI audience first and encouraging hot-hatch lovers to pre-pay for a Golf GTI. The creative idea was to let people build a dream Golf GTI MK5 on a website. The campaign reached 5.4 million people with the GTI micro-site generating 1,700 serious prospects. The direct effect of the pre-launch campaign contributed £4m of extra revenue. The UK's unique combination of pre-launch and post-launch activity generated an additional £53,000,000 worth of sales.
Judge's Comments:
Special Prize for Best Digital