The desired outcome was to drive potential customers to a website, resulting in an awareness of the R36’s launch, as well as test drive enquires.

To create exclusivity around the R36, we developed a direct response ad that tested the reaction speed of potential drivers. For the first time in Volkswagen’s history, customers had to qualify to test drive a car.Readers who successfully passed the reaction test were directed to a website where they were tested further. Once all the challenges had been completed they were issued with an R-Series Drivers Licence and invited to test drive the R36.