GTI Hijack - Volkswagen Golf.

With a media spend that paled in comparison to our competitors, we needed a non-traditional, truly disruptive way to launch the new Golf and Golf GTI. So, we hijacked the entire ad break and turned a 30 second ad break into a 3 minute one. We purchased the first ad spot in high profile ad breaks we knew our competitors would be in and ran a commercial which featured a QR code, inviting people to a live mobile racing event. Races ran for only the length of each ad break, with players vying to beat a qualifying time for the chance to win a GTI for real. Developed as a web-based game, it required no app download to participate.

The GTI Hijack went on to win Cannes Gold as well as Graphite D&AD pencils, a Spikes Asia Grand Prix in Direct and 6 Gold AWARD Awards, among many others.