Make Friends With Your Fast
Reclaiming the “Hot Hatch” Category.
AGENCY: CP+B
PROJECT: Launch the new GTI, and reengage its fan base.
CONSUMER PROBLEM: The VW GTI had lost some of its street cred as a turbo-charged speed demon. But GTI fans were eager to have a way to prove their favorite hatchback was back, and more devilishly-fast than ever.
RESULT: The VW fans took ownership of the Fast totem, creating custom paint jobs on their GTIs, building fan-sites, and advocating for the brand across multiple tuner blogs. Leading to VW topping their sales goals by 80%.
Turns out, when you tell people DO NOT share, they share the heck out of it.
The only way to get a collectable Fast was to buy a GTI. The Fast was designed to mimic the GTI’s iconic front grill and it arrived with interchangeable tails in a custom designed box that took design cues from the GTI’s exclusive, plaid seat pattern.
