Volkswagen Golf
GTI Hijack - Ad Break Championship
If you're wanting to escape the everyday, the new Golf GTI is the perfect vehicle to do it in. To prove it, we took on the most everyday thing there is. The ad break. We hacked the commercial break by creating the first TV ad you can actually play. A QR code in the first slot of the commercial break opened a web-based game, allowing Aussies to race the rest of the nation for the chance to win a GTI for real and turned a 30 second ad into a 3 minute brand takeover. In between the weekly live race events, our campaign encouraged Aussies to hone their skills on one of three practice tracks while they explored the features and performance of the forthcoming Golf GTI.
The campaign was the 2nd most awarded automotive campaign in the world in 2022.
Read more about it here:
https://www.afr.com/companies/media-and-marketing/volkswagen-hacks-ad-break-with-car-race-to-launch-new-gti-20210715-p58a1y
https://mumbrella.com.au/volkswagen-aims-to-take-over-the-ad-break-with-the-second-screen-in-new-golf-campaign-693461
https://www.contagious.com/news-and-views/Campaign-of-the-week-volkswagen-gaming-golf-launch-campaign?utm_content=174225520&utm_medium=social&utm_source=linkedin&hss_channel=lcp-848133
GTI Hijack - Ad Break Championship
If you're wanting to escape the everyday, the new Golf GTI is the perfect vehicle to do it in. To prove it, we took on the most everyday thing there is. The ad break. We hacked the commercial break by creating the first TV ad you can actually play. A QR code in the first slot of the commercial break opened a web-based game, allowing Aussies to race the rest of the nation for the chance to win a GTI for real and turned a 30 second ad into a 3 minute brand takeover. In between the weekly live race events, our campaign encouraged Aussies to hone their skills on one of three practice tracks while they explored the features and performance of the forthcoming Golf GTI.
The campaign was the 2nd most awarded automotive campaign in the world in 2022.
Read more about it here:
https://www.afr.com/companies/media-and-marketing/volkswagen-hacks-ad-break-with-car-race-to-launch-new-gti-20210715-p58a1y
https://mumbrella.com.au/volkswagen-aims-to-take-over-the-ad-break-with-the-second-screen-in-new-golf-campaign-693461
https://www.contagious.com/news-and-views/Campaign-of-the-week-volkswagen-gaming-golf-launch-campaign?utm_content=174225520&utm_medium=social&utm_source=linkedin&hss_channel=lcp-848133
Awards & Recognition
Cannes Lions
1 Gold
1 Bronze
D&AD
1 Graphite
1 Wood
3 In-Book
Spikes
1 Grand Prix
1 Gold
1 Silver
AWARD
6 Gold
6 Silver
6 Bronze
Caples
2 Gold
1 Bronze
Highly Commended Best in Show
One Show
1 Bronze
Contagious Campaign of the Week
Best Ads on TV Top 6
Cannes Lions
1 Gold
1 Bronze
D&AD
1 Graphite
1 Wood
3 In-Book
Spikes
1 Grand Prix
1 Gold
1 Silver
AWARD
6 Gold
6 Silver
6 Bronze
Caples
2 Gold
1 Bronze
Highly Commended Best in Show
One Show
1 Bronze
Contagious Campaign of the Week
Best Ads on TV Top 6