Volkswagen Golf GTI MK5
Campaign title: New Golf GTI pre-release: a launch without a car
Client: Volkswagen UK
Agencies Tribal DDB; DDB London
Authors: Abe Dew, Tribal DDB; Tristram Harrison, DDB Matrix
Contributing Authors: Les Binet, DDB Matrix; Sarah Carter, DDB London
Media used: Print, outdoor, interactive, PR, DM, cinema, press, sales
IN A NUTSHELL: The UK's unique combination of pre-launch and post-launch activity generated an additional £53 million worth of sales.
SUMMARY: The aim of this campaign was to sell 50 per cent of the annual 2005 volume of the new Volkswagen Golf GTI MK5 when no cars were available for six months, and to do it with less than ten per cent of the total budget. The strategy pre-empted competitors by reaching the core GTI audience first and encouraging hot-hatch lovers to pre-pay for a Golf GTI. The creative idea was to let people build a dream Golf GTI MK5 on a website. The campaign reached 5.4 million people with the GTI microsite generating 1,700 serious prospects. The direct effect of the pre-launch campaign contributed £4 million of extra revenue. The UK's unique combination of pre-launch and post-launch activity generated an additional £53 million worth of sales.
JUDGE'S COMMENT: This was a great, single-minded case study that reached the goal of pre-selling 3,100 Golf GTIs just six months after the Golf GTI website launch. The use of online advertising was particularly appropriate for the task, which effectively communicated the launch of the new model. This is now the latest chapter to the success story that is the VW Golf brand.
- Mark Sherrington, former group marketing director, SABMiller.