The Spanish Traffic Law in its 52nd article states: “It is forbidden (to show) any car advertising that may encourage speed driving”.

This law wouldn´t be a problem if we didn´t need to transmit the sensations a Golf GTI is able to arouse. It is a 235 HP car. Evidently, we needed to think outside the box.

Bloggers/influencers campaign (phase 1): We sent a Golf GTI model as an invitation for the most influential 10 automotive bloggers in Spain.

Experiment (2 weeks): We hired the best specialists in neuro-marketing in the world, the GFK institute.

Teaser (one month): We uploaded 10 teasers to YouTube that served as kick-starters to build the buzz.

Bloggers/influencers campaign (phase 2): We sent the models back to the bloggers; this time they were customised with their own results from the eye tracking experiment, which were painted on the car.

Launch (1.5 months): We launched the campaign through Facebook, Twitter and the blog posts from the 10 guest bloggers. Everything drove traffic to the Experiment´s documentary as well as to an experiential site where one could see the experiment´s results. We didn´t need much more. We had created content capable of becoming viral itself.

• On YouTube, 1,100 users discussed our 'failure'.• 950,000 users put forward their theories on Twitter.• #GOLFGTIEXPERIMENT became a trending topic.• On Facebook, 1,800,000 users also talked about the GTI myth.• Overall, more than 25m people joined the conversation.• The campaign achieved a free coverage valued in €290,000.• The test drive bookings were 140% higher than those in any other campaign from the brand to date.