Volkswagen GTI: Real racing GTI
AKQA
SUMMARY
THE MOST EFFICIENT CAR LAUNCH EVER?
For the launch of the all-new 2010 Volkswagen GTI, we were faced with similar sales expectations as a comparable launch, but only equipped with 3.6% of the marketing budget typically available to reach those objectives.
To succeed, we had to radically disrupt tried and tested patterns of launching a car and focus on what would truly and most efficiently engage our audience. Bringing together our audience's passion for cars, racing, gaming and their iPhones, we decided to create the first iPhone-only car launch in history by letting...