The Idea

Can a hot car make you sexier? People have always thought so. But no-one’s ever proven it. Then Volkswagen asked us to launch the hot New Polo GTI and we thought; it’s time to try. Polo GTI Date Drive – a live experiment to calculate exactly how much sexier a Polo GTI can make you.

The Site

The Result

DateDrive.co.za was the campaign headquarters. People could apply for Date Drives from the site. The site was also directly linked to each driver’s heart rate monitor and phone application. This meant visitors could track the dates’ heart rate levels, movements and updates, in real-time. They could also follow statistics accumulated from all dates – ultimately proving how much sexier a Polo GTI can make you. The Site received 112 402 visits during the campaign period. 93.98% of visitors returned more than once. 17.27% returned more than 26 times.

Awards

Loeries:
Silver – X1 (VW Date Drive – Campaign Microsite)
Silver – X1 (VW Date Drive – Digital Mixed-Media Campaign)
Silver- X1 (VW Date Drive – Microsite)
Silver – X1 (VW Date Drive – Campaign – PR Communication)

Creative Circle – Ad of the Month
3rd – (VW Date Drive)

Bookmarks
Gold – X1 (VW Date Drive – Integrated Digital Campaign)
Bronze – X1 (VW Date Drive – Social Media Campaign)
Bronze – X1 (VW Date Drive – Online Video)