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 “Golf Ad Break Championship”.
Watch the video below:
On Monday the 19th of July, viewers of The Project on Viacom CBS’ 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.
“It 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,” Volkswagen marketing communications manager Rowena Kanna said.
“What we wanted to do is create a call of arms. The limitations we have is that we can’t get people into cars all the time – the current situation [Greater Sydney and Melbourne lockdowns] is the perfect reason why we can’t get cars out there – 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’s a natural fit.”