The arrival of the fifth generation Golf is big news to every car driver in the land. The digital launch strategy was to showcase the car but at the same time dramatise the ’30 years in the making’ integrated positioning. In order to bring to life the Golf V’s understated style, visual design was concentrated into a CGI model which could then be manipulated to create ground-breaking animation.The media strategy focused on reaching this target audience through a schedule of lifestyle and demographic sites, and large and impactful formats to show the Golf V to best advantage.