Volkswagen - New Golf GTI MK5: a launch without a car

This 2004-05 campaign aimed to launch the new Volkswagen Golf GTI MK5 into a cluttered market, and used a new strategy of trying to persuade its target audience (driving fanatics) to pre-pay for the car before it was even launched.
Agency: Tribal DDB/DDB LondonAuthors: Abe Dew, Tristram Harrison, Les Binet and Sarah Carter

Volkswagen – New Golf GTI MK5: a launch without a car

INTRODUCTION

The Challenge?

Imagine the following scenario: That you intend to sell a new car, but no cars will...