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The Ad Break Championship - GTI Hijack

Award: Graphite Pencil

Graphite Pencil / Entertainment / User Participation / 2022

Award: Wood Pencil

Wood Pencil / Digital / User Participation

Award: Shortlist

Shortlist / Media / Integrated

Award: Shortlist

Shortlist / Direct / Digital

Award: Shortlist

Shortlist / Experiential / Online Experiences

In Australia, car brands are the second biggest advertisers on TV. The launch of the new Golf GTI needed to stand out, so the brand hijacked the entire ad break and turned a 30-second ad into a three-minute live gaming platform. Using a QR code, people could launch an in-browser racing game via their phones and race live against other people for the duration of the ad break. The campaign extended to OOH, digital and social.