Small Ideas

Volkswagen - Real Racing GTI

The brief: in a fragile year for the automotive industry, Volkswagen challenged us to rethink the traditional notion of how to launch a car. It wanted to introduce the all-new 2010 GTI in an unconventional way that would get the attention of core GTI fans and the general public. To do this, we created the world’s first mobile car launch.
Creative execution: we chose to launch the all-new 2010 GTI through an iPhone app and play-to-win sweepstakes. Real Racing GTI was an immersive experience giving players their first chance to drive the all-new 2010 GTI. It included VW branded tracks, an online leader board, a virtual showroom, GPS-enabled dealer lookup, and the ability to post and share replay videos on YouTube. To celebrate the sixth generation of “the original hot hatch”, we designed the Limited Edition GTI Mark VI to be awarded to six lucky players. The cars included embroidered leather interior, carbon-fibre accents, custom badges and a custom owner’s manual and key case. To promote the app, we developed a video teaser, Web promotions, email blasts, an SMS campaign and a special press kit with an iPod Touch inside. The campaign combined everything drivers love about the car: innovation, performance and style.
Results and effectiveness: within one week of launch, Real Racing GTI became the No1 free app in 36 countries, eventually scoring more than 6 million downloads. VW saw an immediate 80% jump in leads, test drives and quote requests. And over half the sales were to new VW owners – twice the usual rate. The total sales volume more than matched those of a traditional model launch with less than 3% of the budget and without $1 in paid media.