We see footage from the seventies where boys behave like real men: chasing after girls, fouling their dad – for these boys, who already acted manly when they were little, the legend Golf GTI has returned.

Communication channels which support the very emotional and loud tonality of the campaign were chosen. Thus, the focus was on TV, as the medium's audio-visual features allow for high emotional impact. Additionally, ambient media, emphasising the dynamic and sporty aspect of the message, were used. For instance, shirts with the imprint "GTI" were designed, which a local football team wore instead of their regular ones.

Every campaign element had been allocated with its own URL, making it possible to judge the success of each idea. Per month, over 350,000 potential buyers visited the page, looking at the GTI web specials. Of these 350,000 visitors, 22% took part in the “looking for cool boys” contest and submitted their data. Print ads particularly contributed to this success. They also contributed to the fact that twice as many orders than initially expected were received from the beginning of the advance sale (September 2004) to the end of February 2005. The total order was an impressive 6,100 cars.