Volkswagen GTI VI Launch - 2 Cool 2 Love
INTEGRATED CAMPAIGN
Our Challenge: Launch the new Golf GTI VI into the Oman market.
Our Insight: We discovered the Golf’s stylish looks and undeniable performance are more than enough to appeal to Oman’s wealthier youth segment. We then connected this to local cultural and behavioral insights.
Our Solution: Appeal to young Omani women through the standard golf models whilst connecting with performance-obsessed young Omani men via the sports (GTi) model, allowing them to relate to these models by creating characters out of the cars themselves. Create a cutting-edge campaign around the fun, flirtatious activities between the male and female Golf VI cars
In a pioneering step, bring the campaign to life online, seeding rich, exclusive branded content and communications virally to where this younger audience hangs out.
Channels: PR, Experiential, Web Ads/Cinema, Mobile, Social Media, Radio, Press, Outdoor, Store display, POS, Staff Programme.