How we hijacked the ad break and turned it into a live gaming platform.

Packed with the latest tech and high octane power, the new Golf GTI is the perfect way to escape the boring everyday. So, to launch it, we helped people escape the most boring everyday thing there is: ad breaks.

Thanks to a collaborative relationship with media and network partners, we were able to guarantee the first ad spot in high profile commercial breaks.

We then asked viewers to scan a code on screen that led to a mobile racing game - transforming a 30 second ad into a 3 minute brand experience, hijacking the entire media block and turning it into a live gaming platform for the first time ever.

TV AD

We booked the first spot in the ad breaks of Australia's biggest shows, displaying a QR code that launched a live, in-browser racing game.

RACE

Viewers raced the new Golf GTI against everyone watching the same show for the exact duration of the break - turning a 30 second ad buy into a full ad break’s worth of time spent with the brand.

SCHEDULE

Not only were people ignoring other brands’ ads, a race schedule allowed them to sign up so they wouldn’t miss ours.

OOH

The live races were so popular we extended the campaign, designing three new tracks that helped more people escape other boring everyday places.

EXPLORING THE GTI

The in-browser game let you not only race the car, but explore new features and book a test drive for real.