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Briefing

The launch of the Golf GTI was accompanied by innovative communication pathways, which occupied the mobile channel with ideas that stand out and possess award winning character. The prominent attributes of the GTI such as speed, sportiness and the extravagant sound of the turbo engine are included in the campaign.

Development of an iPhone application for the Golf GTI. The application must fulfill the requirement of offering the customer a clear additional benefit.

Idea

Production of an iPhone application including the Golf GTI with a speedometer and sound effects.

Realization

Live in the App store: GTI Tacho

The conception and idea development was done by Tribal DDB Hamburg, the technical refining of the concept and implementation was undertaken by CLANMO.

The application displays the Golf GTI with interior and exterior views which can be changed by moving your finger over the image. From 21km/h onwards the application measures the speed – whether in a new Golf GTI, on a rollercoaster or on a boat. The speed will be displayed on the on-board computer, including an advanced speed measurement feature. Additional special features are acceleration and honking the horn, with original Golf GTI sounds, by touching specific points.

Innovation

iPhone technical features will be used to transport the core brand values of the Golf GTI onto the iPhone.

Cooperation

The GTI iPhone application was conceived, developed and realized through cooperation with the iPhone experts from MindMatics and the brand developers for Volkswagen at Tribal DBB.