Volkswagen x Waze Campaign
GTI Superdrives
Celebrating the iconic Volkswagen Golf GTI with real-world performance drives – for everyone
The Golf GTI celebrated its 50th year in creating an entirely new category: the hot hatch – Jump forward to the present day and it still leads the category it created
So when Volkswagen asked us to create a campaign that built brand likability, we naturally turned to one of its most loved models
We introduced drivers to the joy of driving a GTI by showing them the best routes to experience the People's Supercar. But these weren't going to be exclusive tracks or impossible overseas locations. Like the GTI, they had to be available to everyone.
Superdrives reached over 10 million UK users, delivering 46 million impressions through an intelligent use of in-app advertising and digital media channels.
More than 14,100 GTI Superdrives were taken and more than 49,000 users personalised their Waze experience by downloading the GTI icon. All told, we delivered 1.4 million hours of the best driving the UK has to offer.
Cheddar Gorge
GTI Superdrive - Polo
The Jurassic Coast
GTI Superdrive - Golf
Awards
SILVER – Creative Pool Awards 2019, GTI Superdrives, Volkswagen
FINALIST – Drum Marketing Awards 2019, GTI Superdrives, Volkswagen
FINALIST – Campaign Media Awards 2019, GTI Superdrives, Volkswagen