Volkswagen Golf GTI MK 5: A launch without a car - IPA Effectiveness Awards Case Study 2006

Brief Description: The aim of this campaign was to sell 50% 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 10% 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 micro-site generating 1,700 serious prospects. The direct effect of the pre-launch campaign contributed £4m of extra revenue. The UK's unique combination of pre-launch and post-launch activity generated an additional £53,000,000 worth of sales ;---(TAGS)--- Full Title: New Golf Gti Mk5 : a launch without a car ; Number: 2006/20 ; Brand Name: Volkswagen ; Volkswagen Golf ; Volkswagen Golf GTI MK 5 ; Client: Volkswagen UK ; IPA_ProductCoding: Automotive (Motor cars) ; Agency: Tribal DDB ; DDB London ; DDB Matrix ; Author: Abe Drew, Tristram Harrison, Les Binet (Contributing), Sarah Carter (Contributing) ;