AUCKLAND, Monday: DDB Aotearoa and Volkswagen have launched an emotive campaign, reminding Kiwis how it feels to drive the original hot hatchback – Golf GTI.
The campaign heroes the nostalgic childhood instinct of the need for speed: from hurtling down a hydroslide, taking the first dip on a skateboard ramp, and spinning on a merry-go round.
DDB Group Aotearoa CD Rory McKechnie says they worked with Volkswagen to share that youthful thrill of going faster.
“When it comes to choosing a car, the defining moment comes from the experience of the drive and how it makes you feel.
“We wanted this campaign to show parallels to the childlike ambitions that never really leave us, even as an adults.
“The Golf GTI: Go Faster campaign is in market now, integrated across print and social media.”
“The work aims to keep VW front of mind in a saturated market that is full of imitations of the pioneering Golf GTI – further reassuring VW drivers on why they made the discerning choice to buy this car.
“When it comes to choosing a car, the thrilling GTI reminds us of the childlike wonder we felt when we first fell in love with going 0 to 100.”
Volkswagen head of marketing Helena Schultz said: “The campaign links freedom-seekers to their perfect model match, through simple, subliminal imagery relevant to Kiwis.
“Volkswagen has a long-standing history, pioneering the iconic hatch-back model in the market.
“This campaign with DDB Aotearoa allows New Zealanders to feel what it’s like to drive the GTI, immersing themselves into the experience of being behind the wheel.”
More to come
The Golf GTI: Go Faster campaign is in market now, integrated across print and social media with more to come.
CREDITS
Agency: DDB Aotearoa
Client: VW
Head of Marketing: Helena Schultz
Brand Specialist: Guica Eroles
Production Company: The Collective Force
Agent and Executive Producer: Jason Jones
Photographer: Toaki Okano
Digital Assistant: Jessica Gernat
Production Company: Infinitum Studios
Chief Drone Pilot: Oliver Compton
Aerial Camera Operator: Millie Cossou
Production Company: The Collective Force
Retoucher: Zelda Meerholz
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