{"id":23579,"date":"2021-07-26T00:58:52","date_gmt":"2021-07-25T23:58:52","guid":{"rendered":"https:\/\/staging.phdmedia.com_\/australia\/?p=22877"},"modified":"2021-10-08T09:43:54","modified_gmt":"2021-10-08T08:43:54","slug":"volkswagen-hacks-ad-break-with-car-race-to-launch-new-gti","status":"publish","type":"post","link":"https:\/\/www.phdmedia.com\/australia\/volkswagen-hacks-ad-break-with-car-race-to-launch-new-gti\/","title":{"rendered":"Volkswagen hacks ad break with car race to launch new GTI"},"content":{"rendered":"<p>Volkswagen\u00a0is launching a lockdown-friendly car racing stunt to launch the new Golf GTI in the Australian market.<\/p>\n<div class=\"_1YPgH\">\n<div class=\"tl7wu\">\n<p>Combining the power of television advertising with the mobile phone, Australians will have the chance to compete to win a GTI in a mobile racing event dubbed the \u201cGolf Ad Break Championship\u201d.<\/p>\n<p data-gtm-vis-first-on-screen-7770372_137=\"585\" data-gtm-vis-total-visible-time-7770372_137=\"4000\" data-gtm-vis-has-fired-7770372_137=\"1\">From 7pm on Monday the 19th of July, viewers of <em>The Project<\/em>\u00a0on Viacom CBS\u2019 Network 10 will be prompted during the first ad in a break to scan a QR code flashing across their TV screens and compete in the mobile car-racing game which will run for the entire ad break.<\/p>\n<p><iframe loading=\"lazy\" title=\"Golf Ad Break Championship Hype Reel: DDB Group Sydney x Volkswagen\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/nh_5gfeofZQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<div class=\"yBuHJ\"><\/div>\n<p>\u201cIt all stemmed from the consumer content that we are all staring at video and consumer content and not necessarily getting engaged and being part of something,\u201d\u00a0<a href=\"https:\/\/www.afr.com\/companies\/manufacturing\/vw-to-turn-off-combustion-engines-by-2035-20210627-p584p7\">Volkswagen\u00a0<\/a>marketing communications manager Rowena Kanna said.<\/p>\n<p>\u201cWhat we wanted to do is create a call of arms. The limitations we have is that we can\u2019t get people into cars all the time \u2013 the current situation [Greater Sydney and Melbourne lockdowns] is the perfect reason why we can\u2019t get cars out there \u2013 but how can we get people having fun? How do we get people to engage and have fun with us as a brand? The game seemed like the right thing. It\u2019s a natural fit.\u201d<\/p>\n<\/div>\n<\/div>\n<aside class=\"_3-KSC\"><\/aside>\n<div class=\"adWrapper _3XglG Hqxcp adSize-970x250 ad\" data-testid=\"ad-wrapper\">\n<div id=\"adspot-320x360_320x50_300x250_300x50-pos2-mobile\" class=\"\">\n<p>Created by adverting agency DDB Sydney and its digital sister agency Tribal, the game, which is aimed at 25- to 45-year-olds, is part of the \u201cEveryday Escape\u201d campaign to launch the new Golf and Golf GTI.<\/p>\n<p>\u201cIt was a strategic shift in trying to engage and entertain with the younger audience. The game is one part of the broader campaign,\u201d Ms Kanna said.<\/p>\n<p data-gtm-vis-first-on-screen-7770372_137=\"13117\" data-gtm-vis-total-visible-time-7770372_137=\"3500\">The game was developed by studio Art of Play and runs as a web-based game, meaning no app is needed to participate.<\/p>\n<figure class=\"gzJMC _30uja\" data-pb-type=\"im\"><img decoding=\"async\" class=\"_1srKI\" src=\"https:\/\/static.ffx.io\/images\/$zoom_0.252%2C$multiply_0.8201%2C$ratio_1.5%2C$width_756%2C$x_126%2C$y_0\/t_crop_custom\/e_sharpen:25%2Cq_85%2Cf_auto\/2d33b975d93879be7295a79634a58005e86af6d5\" alt=\"\" data-testid=\"Image-image\" data-id=\"2d33b975d93879be7295a79634a58005e86af6d5\" data-pb-im-config=\"{&quot;aspectRatio&quot;:1.5,&quot;type&quot;:&quot;landscape3x2&quot;,&quot;width&quot;:382,&quot;urls&quot;:[&quot;https:\/\/static.ffx.io\/images\/$zoom_0.252%2C$multiply_0.5053%2C$ratio_1.5%2C$width_756%2C$x_126%2C$y_0\/t_crop_custom\/e_sharpen:25%2Cq_85%2Cf_auto\/2d33b975d93879be7295a79634a58005e86af6d5&quot;,&quot; https:\/\/static.ffx.io\/images\/$zoom_0.252%2C$multiply_1.0106%2C$ratio_1.5%2C$width_756%2C$x_126%2C$y_0\/t_crop_custom\/e_sharpen:25%2Cq_42%2Cf_auto\/2d33b975d93879be7295a79634a58005e86af6d5 2x&quot;]}\" \/><figcaption class=\"LuHig\">Australians will be able to race a Golf GTI on their mobile phones during an ad break in Monday evening\u2019s The Project.\u00a0<cite class=\"_23SOU\">DDB Sydney<\/cite><\/p>\n<\/figcaption><\/figure>\n<p>Davy Rennie, national managing director of DDB\u2019s digital arm, Tribal, said pushing technology like games or augmented reality into advertising must be balanced on creating a return for the client.<\/p>\n<p>\u201cWe have some clear metrics that go against that investment: what are we trying to generate, are we going for leads? Are we going for consideration? We then look at customer value as well: is this going to improve the customer perception of our experience? If we don\u2019t tick business value and customer value, then we don\u2019t do it,\u201d he said.<\/p>\n<p>To ensure the campaign could effectively \u201chack\u201d an entire ad break, Volkswagen needed to secure the first 30-second ad spot, achieved by its media-buying partner agency PHD, which is part of the Omnicom holding group, as is DDB.<\/p>\n<p>PHD business director Dixie Garcia said the agency evaluated several television properties before landing on Network 10\u2019s\u00a0<em>The Project<\/em>, as well as on Fox Sports and Kayo, as the best environment to run the ad and race itself.<\/p>\n<p>\u201cIt just came down to what was the best fit for the brand and also audience as well,\u201d she said.<\/p>\n<figure class=\"gzJMC _2cScP\" data-pb-type=\"im\"><img decoding=\"async\" class=\"_1srKI\" src=\"https:\/\/static.ffx.io\/images\/$zoom_0.284%2C$multiply_0.582%2C$ratio_0.666667%2C$width_378%2C$x_286%2C$y_0\/t_crop_custom\/e_sharpen:25%2Cq_85%2Cf_auto\/945856fda3b77240b1909c1d223e0f42ea420413\" alt=\"\" data-testid=\"Image-image\" data-id=\"945856fda3b77240b1909c1d223e0f42ea420413\" data-pb-im-config=\"{&quot;aspectRatio&quot;:0.666667,&quot;type&quot;:&quot;portrait2x3&quot;,&quot;width&quot;:382,&quot;urls&quot;:[&quot;https:\/\/static.ffx.io\/images\/$zoom_0.284%2C$multiply_1.0106%2C$ratio_0.666667%2C$width_378%2C$x_286%2C$y_0\/t_crop_custom\/e_sharpen:25%2Cq_85%2Cf_auto\/945856fda3b77240b1909c1d223e0f42ea420413&quot;,&quot; https:\/\/static.ffx.io\/images\/$zoom_0.284%2C$multiply_2.0212%2C$ratio_0.666667%2C$width_378%2C$x_286%2C$y_0\/t_crop_custom\/e_sharpen:25%2Cq_42%2Cf_auto\/945856fda3b77240b1909c1d223e0f42ea420413 2x&quot;]}\" \/><figcaption class=\"LuHig\">Volkswagen is promoting the racing game with digital out-of-home billboards.\u00a0<cite class=\"_23SOU\">DDB Sydney<\/cite><\/p>\n<\/figcaption><\/figure>\n<p>\u201cWe want to make sure we\u2019re hitting as many people as we can. The 7pm Project is one of those appointments in news programming &#8230; it\u2019s the right environment for our audience as well.\u201d<\/p>\n<p>People are encouraged to practise their racing skills ahead of Monday evening\u2019s championship race, with Volkswagen plastering the QR code to access the game across out-of-home ad billboards in train station platforms and bus shelters across the country.<\/p>\n<p><a href=\"https:\/\/www.afr.com\/companies\/media-and-marketing\/volkswagen-hacks-ad-break-with-car-race-to-launch-new-gti-20210715-p58a1y\">Read the full article at The Australian Financial Review<\/a><\/p>\n<\/div>\n<div id=\"adspot-728x90-pos2-tablet\" class=\"\"><\/div>\n<div id=\"adspot-970x250_728x90-pos2-desktop\" class=\"\" data-google-query-id=\"CIOut-O1__ECFYmNjwodhAUF9Q\"><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Volkswagen\u00a0is launching a lockdown-friendly car racing stunt to launch the new Golf GTI in the Australian market. Combining the power of television advertising with the mobile phone, Australians will have the chance to compete to win a GTI in a mobile racing event dubbed the \u201cGolf Ad Break Championship\u201d. From 7pm on Monday the 19th [&hellip;]<\/p>\n","protected":false},"author":31,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[493,1],"tags":[751,1994,1995,1996,1997,63,1998,448],"class_list":["post-23579","post","type-post","status-publish","format-standard","hentry","category-news","category-uncategorized","tag-afr","tag-australian-financial-review","tag-channel-10","tag-dixie-garcia","tag-omnicommediagroup","tag-phd","tag-the-project","tag-volkswagen"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.phdmedia.com\/australia\/wp-json\/wp\/v2\/posts\/23579","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.phdmedia.com\/australia\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.phdmedia.com\/australia\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.phdmedia.com\/australia\/wp-json\/wp\/v2\/users\/31"}],"replies":[{"embeddable":true,"href":"https:\/\/www.phdmedia.com\/australia\/wp-json\/wp\/v2\/comments?post=23579"}],"version-history":[{"count":0,"href":"https:\/\/www.phdmedia.com\/australia\/wp-json\/wp\/v2\/posts\/23579\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.phdmedia.com\/australia\/wp-json\/wp\/v2\/media?parent=23579"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.phdmedia.com\/australia\/wp-json\/wp\/v2\/categories?post=23579"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.phdmedia.com\/australia\/wp-json\/wp\/v2\/tags?post=23579"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}