2013 Winners & Shortlists

The Brief

Relying on people to visit a car dealership for a test-drive is rather ambitious these days. But Volkswagen’s Scirocco R had just won ‘hatchback of the year’ and Volkswagen wanted people to experience this flagship speedster for themselves.

Describe how the promotion developed from concept to implementation

So instead of waiting for people to show up at the dealerships, we drove the Scirocco R home to them. Online. We created a drag racing game that challenged the user to beat the Scirocco R, which boasts with an outstanding acceleration from 0 to 100 in 5.8 seconds.

Describe the success of the promotion with both client and consumer including some quantifiable results

The promotional campaign generated a 20% increase in test-drives compared to the year before and by the end of it, the Scirocco R was sold out.

Explain why the method of promotion was most relevant to the product or service

People love challenges as much as they love games. And with now 70% of the population online, the game achieved a great level of engagement.