To honour the Golf GTI’s speed performance the launch had to include speed. We decided to shoot the commercial from a Golf GTI. A high-speed camera was placed inside the car. A professional pilot drove it at high speed in parallel to a 100-meter scenery full of actors and different settings, in one single shot. The fast commercial resulted undetectable for human eye and worked as a teaser on TV and YouTube pre-rolls, which redirected people to watch the slow motion version at www.miraloencamralenta.com

In order to shoot the fast commercial, we built a 100-meter scenery with ten different settings full of actors. Then, we placed a high-speed camera inside the VW Golf GTI and a pilot drove it fast in parallel to that scenery. The result was a spot too fast for the human eye to watch that worked as the teaser of the campaign on TV and YouTube Pre-rolls. People were invited to watch the slow-motion version of the film at miraloencamaralenta.com. On this online platform people could watch every situation of the film and realize all that can happen in 3 seconds when you are on a Golf GTI. Furthermore, a making of was available in this website and people could also investigate the new incredible features of the GTI.

Golf GTI’s launching was a success in Argentina. The innovative way the Golf GTI was launched not only spread innovation to the brand but also engaged the young target with an appealing execution to show the car’s fast performance. Four minutes average time per user in the online platform. 90.000 unique visits in the first 3 days. VW Argentina fan page raised up a 30% of fans. The campaign had a great reach in social networks, including Argentinian professional drivers tweeting about fast GTI spot. And the best of all, the business objectives were surpassed: all cars sold out.