Mystery, espionage and car chase fuel DMG China’s new Golf GTI integrated work
DMG (Dynamic Marketing Group), China launched its multi-platform ”Are You GTI Enough?” campaign for Volkswagen’s all-new Golf GTI with an industry first: a live action recreation of its above the line and digital advertising work. The integrated campaign, targeting 26 to 35 year old men, showcases the car’s distinctive personality, performance, as well as its sense of style and fun. The resulting campaign centres on an action-packed plot involving mystery, espionage and a spectacular car vs helicopter chase.
In the lead up to the launch, DMG unveiled a prequel film for attendees at the GTI’s launch, which featured a mysterious GTI driver being handed a silver briefcase and the keys to the car, with instructions to deliver it to “Kevin”.
A follow up 30-second TV commercial featured a red Golf GTI being pursued at high speed by a black helicopter through a shipping yard. The car evades capture, leaping for freedom between shipping containers before a director calls “cut,” revealing the chase to be part of a movie sequence.
Over 700 car enthusiasts, VW dealers, media and VIP guests attended the launch in Guangzhou, and watched the filmed action come to life. At the end of the film, a chase involving four cars and four motorcycles ensued across a giant stage to the backdrop of a helicopter’s roar, before a spotlight revealed the “Kevin” in the TVC to be Kevin Rose, FAW-Volkswagen’s Vice President of Sales and Marketing.
Mr Rose, complete with mysterious silver briefcase, was then whisked away in a red GTI driven by Shi Tao, Executive Vice President of FAW-Volkswagen. At the chase’s conclusion, Hu Yong, General Manager of FAW-Volkswagen, stepped out of the red GTI to reveal that the silver briefcase contained the car’s retail price.
The cross-media campaign’s integrated approach marks the beginning of a new era of advertising in China, and highlights the increasing sophistication required of western brands hoping to crack this lucrative market.
Dan Mintz, founder and chief creative officer of DMG, explained: “The Chinese advertising market is as dynamic and fast-moving as the rapid growth of the country’s consumerism. Since car launches are as common in China as anywhere else we had to come up with an innovative concept for the Golf GTI that would connect with, engage and draw in new customers. The campaign personifies integration – we used every available channel for the Golf’s launch from connecting traditional and digital advertising with a live event via one defined storyline.”
All print and point of sale materials now feature images of the Golf GTI amid the setting of the helicopter car chase.
Credits – Creatives: Dan Mintz, Chee Wee Choo, Michael Funk, Weibing Xu. Planner (creative agency): Roobin Golestan. Senior Producer (creative agency): Ning Ning.
2 Comments
There’s an idea in the integrated internal showtime shit, from car launch to press release, but what’s the idea for the tvc? There’s nothing for the chinese viewers except a car stunt (which looks like a making-of) film?
It’s more like an internal self masturbation, I would say.
Anonymous
I’d say your critique was somewhat harsh, but to be honest the manner in which you’ve articulated it does you a disservice.
Perhaps you should create the next VW campaign?
I’d love to see what meagre efforts you could concoct.