{"id":243,"date":"2021-07-19T13:03:22","date_gmt":"2021-07-19T12:03:22","guid":{"rendered":"https:\/\/staging.phdmedia.com_\/manchester\/2021\/07\/19\/phd-and-volkswagen-hack-ad-break-with-car-race-to-launch-new-gti\/"},"modified":"2021-10-08T11:30:15","modified_gmt":"2021-10-08T10:30:15","slug":"phd-and-volkswagen-hack-ad-break-with-car-race-to-launch-new-gti","status":"publish","type":"post","link":"https:\/\/www.phdmedia.com\/manchester\/2021\/07\/19\/phd-and-volkswagen-hack-ad-break-with-car-race-to-launch-new-gti\/","title":{"rendered":"PHD and Volkswagen hack ad break with car race to launch new GTI"},"content":{"rendered":"<p>PHD Australia has helped Volkswagen launch 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, the campaign gives Australians the chance to compete to win a GTI in a mobile racing event dubbed the \u201cGolf Ad Break Championship\u201d.<\/p>\n<p>Watch the video below:<\/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<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\">On Monday the 19th of July, viewers of <em>The Project<\/em> on Viacom CBS\u2019 Network 10 were 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 ran for the entire ad break.<\/p>\n<div class=\"_1YPgH\">\n<div class=\"tl7wu\">\n<p>\u201cIt all stemmed from the consumer content that we are all staring at \u2013 video and consumer content \u2013 and not necessarily getting engaged and being part of something,\u201d Volkswagen\u00a0marketing 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 Omnicom Group&#8217;s 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 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<p>PHD handled all media buying, to ensure the campaign could effectively \u201chack\u201d an entire ad break, and secure the first 30-second ad spot.<\/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.\u00a0 \u201cWe want to make sure we\u2019re hitting as many people as we can. <em>The 7pm Project <\/em>is one of those appointments in news programming \u2026 it\u2019s the right environment for our audience as well.\u201d<\/p>\n<p>People were 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\" target=\"_blank\" rel=\"noopener\">Read the full article at The Australian Financial Review<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>PHD Australia has helped Volkswagen launch 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, the campaign gives Australians the chance to compete to win a GTI in a mobile racing event dubbed the \u201cGolf Ad Break Championship\u201d. Watch [&hellip;]<\/p>\n","protected":false},"author":100154,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[7],"tags":[41,42,43,44,45,46,47,48],"class_list":["post-243","post","type-post","status-publish","format-standard","hentry","category-news","tag-afr","tag-australian-financial-review","tag-channel-10","tag-dixie-garcia","tag-omnicommediagroup","tag-phd","tag-the-project","tag-volkswagen"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>PHD and Volkswagen hack ad break with car race to launch new GTI - PHD Media Manchester<\/title>\n<meta name=\"description\" content=\"PHD Australia has helped Volkswagen launch a lockdown-friendly car racing stunt to launch the new Golf GTI in the Australian market.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.phdmedia.com\/manchester\/2021\/07\/19\/phd-and-volkswagen-hack-ad-break-with-car-race-to-launch-new-gti\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"PHD and Volkswagen hack ad break with car race to launch new GTI - 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