Volkswagen GTI
Make Friends With Your Fast
PROJECT: Launch the new GTI, and reengage its fan base.
The VW GTI had lost some of its street cred as a turbo-charged speed demon. But GTI fans were eager to have a way to prove their favorite hatchback was back, and more devilishly-fast than ever.
The VW fans took ownership of the Fast totem, creating custom paint jobs on their GTIs, building fan-sites, and advocating for the brand across multiple tuner blogs. Leading to VW topping their sales goals by 80%.
AGENCY: CP+B
Launch TV Spots
Project Fast
We sent the most active members of VW fan-sites a link for “exclusive access” to a nationwide research experiment—and we explicitly told them not to share the link. Turns out, when you tell people DO NOT share, they share the heck out of it.
Interactive DVD and Brochure
The dealership brochure for the new GTI included an interactive DVD that detailed the “science” behind Project Fast, and offered users a chance to explore this latest incarnation of the legendary hot hatch inside and out.
The Most Exclusive Toy On The Planet
The only way to get a collectable Fast was to buy a GTI. The Fast was designed to mimic the GTI’s iconic front grill and it arrived with interchangeable tails in a custom designed box that took design cues from the GTI’s exclusive, plaid seat pattern.
