2012 Winners & Shortlists

The Brief

In January 2012, Volkswagen launched its meanest car in the region: the new Scirocco R with 2.0-litre TSI engine (187 kW / 256 HP) and 6-speed DSG transmission. The task was to get journalists test-drive it.

Creative Execution

We knew that in order to get the attention of journalists to test-drive yet another car, we would have to offer them something unique. So we offered them an experience instead of a car.

Describe the creative solution to the brief/objective.

We send them a cheeky invite that would help them get through the exhilarating test-drive.

Results

The invite was well received by (grateful) journalists, who in turn covered the event widely in the press, and gave excellent reviews in top regional motoring magazines, including Auto Arabia, Evo Magazine, Auto Middle East and Wheels. By February, Scirocco was sold out.