Cannes Lions

CAR

DDB SYDNEY, Sydney / VOLKSWAGEN / 2010

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Overview

Entries

Credits

Overview

Execution

When we launched the new GTI, it looked exactly like the old one. Except for the XDL, a differential locking system.

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.

Outcome

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.

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