To help introduce its new Golf GTI, Volkswagen solicited agency Achtung! to create something a little different. The result: GTI Bannerbahn. The campaign challenged users to catch a GTI as it raced across the banners of several popular Dutch websites.

Launch the campaign
Published
January 2014
Topics

The Story

To help introduce its new Golf GTI, Volkswagen solicited agency Achtung! to create something a little different. The result: GTI Bannerbahn. The campaign challenged users to catch a GTI as it raced across the banners of several popular Dutch websites.

Volkswagen teamed with four prominent websites in the Netherlands—Nu, Telegraaf, Autoweek and GeenStijl—to promote the new Volkswagen Golf GTI. The sites were painted on an airport tarmac, each measuring about 500 square meters. A radio-controlled drone filmed a GTI racing across what would be the banner area. That video was uploaded to the corresponding sites on September 13th and users could try to “catch” the GTI by clicking on the moving car. The first person to catch the car won a Golf GTI.

The Technology

The Results

The campaign was effective and far-reaching. People practiced their speed skills more than one million times during the two weeks prior to the actual race day and 61% of the target audience came in contact with the GTI more than four times. On the actual race day, the banners generated a CTR of 22.5%.

2K

m2 of tarmac painted

23%

CTR

1

Million games played

Launch Date Sept. 2, 2013