Volkswagen unveiled 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 beat boxer, Dharni.
Beat boxing is an art form of vocal percussion where one imitates sounds, beats, instruments and rhythms using only vocals. Participants will need keen eyes and ears, as well as fast fingers, to match the correct letters to Dharni’s beat box soundtrack. The highest scorer wins a weekend drive with the new Polo GTI.
“The Polo GTI offers a fast and fun drive – perfect for those who prefer a little more excitement on the road,” said Jamie Lee, GM, Marketing Communications, Volkswagen Group Singapore. To demonstrate that spirit, we moved away from traditional media and ventured into new media, to provide a platform for a more dynamic expression of this new car.”
“Not only did we give speed a new beat, we created a following through an influencer,” added Jeff Cheong, Head and Executive Creative Director of Tribal DDB Singapore. “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.
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