New Campaign by Tribal DDB Singapore:
Volkswagen invites challengers to beat the new Polo GTI
Singapore, April 28 2011 – Volkswagen unveils a compact, powerful car that delivers both speed and style: the new Polo GTI. With it, Volkswagen is setting eyes on drivers who prefer life a little faster.
Tribal DDB Singapore has launched a digitally-led campaign that demonstrates speed in a trendy and unconventional way. Speed is presented in the form of a challenge – Beat the new Polo GTI by matching the fast beats of Singapore’s top beatboxer, Dharni.
Participants will need keen eyes and ears, as well as fast fingers, to match the correctletters to Dharni’s beatbox soundtrack. The highest scorer wins a weekend drive with the new Polo GTI.
Jamie Lee, GM, Marketing Communications, Volkswagen Group Singapore said, “The Polo GTI offers a fast and fun drive – perfect for those who prefer a little more excitement on the road. To demonstrate that spirit, we moved away from traditionalmedia and ventured into new media, to provide a platform for a more dynamicexpression of this new car.”
Jeff Cheong, Head and Executive Creative Director of Tribal DDB Singapore added, “Not only did we give speed a new beat, we created a following through an influencer. The story and the highly addictive game forms part of the social-creative strategy. It’s a bold move for Volkswagen Singapore to lead a car launch with digital and we are very encouraged by the results so far.”
From now till May 8, the public can take up the challenge at www.PoloGTI.sg, with unlimited number of plays per day. For those who are unfamiliar with the car, the website includes a digestible introduction with snippets for key features. The new Polo GTI is available for viewing and test drives at Volkswagen Centre Singapore.
The campaign kicked off on April 22, with a teaser video showing Dharni beatboxing in a Polo GTI. He created a piece that fused familiar car sound effects with very fast beats.The video quickly went viral, getting over 10,000 hits in the first days.
In the official video, Dharni takes on the spirited personality of the new Polo GTI, to create an exhilarating beatbox track that fuses rhythmic elements of man and machine. The excitement is also being shared through radio.
Official campaign site: www.PoloGTI.sg
The teaser video: http://www.youtube.com/watch?v=kWFWxkqlq5A
The launch video: http://www.youtube.com/watch?v=ayGFwfDQfYo
Dharni, currently ranked 5th top beatboxer in the world, is on his journey towards his musical dream, reaching towards his goal. Dharni has also performed in different parts in Europe and Japan over the past 1 year and gained recognition in just a short time. He also has opened for artistes like Black Eyed Peas, Kanye West, Jin, Lady Gaga, and performed during Mariah Carey’s concert.