Volkswagen - "Fast"

Crispin Porter + Bogusky

Crispin Porter + Bogusky Miami, Estados Unidos

Prêmios

9265

Marca: Volkswagen
País: Estados Unidos

Anunciante: Volkswagen

Titulo	Fast
Agência	Crispin Porter + Bogusky
Campanha	Fast
Anunciante	Volkswagen
Marca	Volkswagen
Posted	Junho 2006
Produto	GTI
Sector Empresarial	Automóveis
Filosofia	Development: Before the launch of the GTI, emails were sent to GTI enthusiasts. They directed them to projectfast.com. There, users were asked to describe their "fast" physically. The final email blast was sent to coincide with the launch of the car. This email, along with national TV spots, introduced enthusiasts to the Fast, and to the GTI. 17,000 vinyl Fasts, complete with four interchangeable tails and a care-and-feeding manual, were produced as an owner gift available only with the purchase of the GTI. The car helps you make friends with your fast, but it also comes with a Fast. Standard. Relevance: The GTI is a car with a built-in following. Give that following a new piece of GTI culture to work with, and we hoped they'd be more than just a target market - we hoped they'd actually become media and help us spread the GTI excitement.
Problema	The Fast was designed to generate excitement among core Volkswagen GTI enthusiasts - young, mostly male "tuners" - around the release of the GTI MK V.
Resultado	The launch of the GTI MK V was one of Volkswagen's best ever - sales expectations were exceeded by 80%. Within days of the launch, Fasts given out at dealer events start popping up on eBay Before long, they were fetching four hundred, five hundred - even eight hundred dollars. (We had nothing to do with this, we swear.) Thanks to the GTI enthusiast community, the Fast proliferated online. Bloggers adopted it as their chatroom avatar. GTI fans created bootleg merchandise from t-shirts, to bumper stickers, to wall posters and screensavers - some even created bootleg Fasts of their own
Tipo de Mídia	NOT FOR PORTUGAL
Mercado	Estados Unidos
Chief Creative Officer	Alex Bogusky
Director executivo criativo	Andrew Keller
Director criativo	Rob Strasberg
Director criativo	Tony Calcao
Interactive Creative Director	Jeff Benjamin
Redator	Mike Howard
Director de arte	Anja Duering
Illustrator	Anja Duering
Designer	Anja Duering
Designer	DJ Neff
Designer	Neil Riddell
Illustrator	Rahul Panchal
Illustrator	Harlan Erskine
Illustrator	Joe Moreno
Illustrator	Alvaro Ilizarbe
Product Producer	Barrie Bamberg
Product Producer	Tim Ronan