Volkswagen Australia’s latest addition, the Golf GTI, is all set to launch in 2022. The new promotional ad, when aired, veered away from conventional marketing and transformed into an interactive, real time mobile-phone game. This gave viewers an opportunity to stay engaged during ad breaks, race against everyone watching the same ad at the same time, and possibly win this beast.
How viewers joined the ride
The ad has been filmed to look like you’re driving along a track. To play, viewers waited for the ad to pop up, and then scanned the QR code that came along, using their smartphone. They were redirected to a race that lasted the entire duration of the ad break, roughly three minutes. The competitors were fellow viewers who had scanned the code at the same time. The one who won the race was able to qualify for a draw to win the GTI.
Practice makes perfect
VW designed three tracks to practice on. The QR codes were available at https://practice.vwgolfadbreak.com.au/ . Promotional OOH billboards along train stations, bus shelters and the like also carried this code.
On Volkswagen’s website, one could find information about the next due races, and practice till then.
Antidote to the everyday?
Volkswagen is well known for its packed aphorisms. The new Golf GTI has been termed by the German car manufacturer as the antidote to the everyday. Australian viewers were met with a rush of adrenaline as soon as they started racing, right when they were getting comfortable with what they watched. For some, the ad and the race were more entertaining than what ran on TV.
Because viewers looked forward to this ad, it is considered high-attention processing. Instead of going with conventional advertising, Volkswagen has made a bang with its TVC, engaging viewers and requiring 100% of their attention. Even though traditional advertisements have a 30 to 40 second slot, the race lasted for three minutes once the players were redirected to it.
That participants are able to virtually ride the new Golf GTI provided them with an almost real experience. The website addresses customisations quite seriously and displays all the features of this ride, enhancing player engagement to the maximum. This way, the company not only advertised its product, but also gave contestants the freedom to encounter, experience, ride, and decide.
Make it yours
The race wasn’t an end in itself. Instead, winning it allowed racers to be a part of a draw and win an actual model of the latest Golf GTI. The lavish prize motivated the audience to practice more and more, and at the end, they fell in love with this ride. After spending so much time with VW’s car, users will be compelled to get it, whether they won it or not.
Every now and then, a promotional campaign catches our eyes. When advertisers think out of the box, we’re forced to, too.
if Volkswagen’s Golf GTI campaign interested you, here’s another one you might like: #SaveTheFutureBoners Campaign