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.