Our objective was to improve Volkswagen’s brand likeability. To do this, we focussed our attentions on Volkswagen’s popular sub-brand, the GTI range.

When the GTI first came to market over 40 years ago, it created an entirely new sub category of car – the hot hatch. A hot hatch is a high-performance car that’s also practical for everyday life. Already admired by petrol heads, we wanted to leverage the positive sentiment around GTI and use it to engage a broader audience, who aspire to the excitement of a performance car, but for whom the premium options are further out of reach than ever.

Our product insight was that GTI brings performance car excitement to the masses, with realistic pricing and everyday utility. From this insight, we developed the proposition ‘GTI. The people’s supercar.’