PROBLEM: Launch the new GTI, when it looks exactly like the old one. In fact the only major difference was a thing called XDL. A differential locking system. Something the consumer couldn’t see. Something they could only feel if they drove the car really, really hard.

IDEA: Create the Ultimate Test Drive. You + GTI + a Racetrack SOLUTION: Invite 200 car enthusiasts and let them loose on our track under the supervision of the best race drivers in the country. Where they compared the old model against the new GTI’s XDL system. And let them spread the message to others online of the superior handling of the new XDL system.RESULTS: Volkswagen aimed to sell 700 GTI’s in 2 months.They sold 1000 GTI’s in 2 weeks (their entire shipment).And there is still a 6-month waiting list.