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: Volkswagen Golf GTI MK 5: A launch without a car; Number: 2006/20; Brand: Volkswagen Golf GTI MK 5; Client: Volkswagen UK; Product Category: Automotive (Motor cars); Agency: Tribal DDB; DDB London; DDB Matrix; Author: Abe Drew, Tristram Harrison. Contributing : Les Binet, Sarah Carter; Prize Winners: Silver; Best Digital; Best dedication to effectiveness (Adworks ref: Advertising Works 15)