| Titre | Fast |
| Agence | Crispin Porter + Bogusky |
| Campagne | Fast |
| Annonceur | Volkswagen |
| Marque | Volkswagen |
| Mise en ligne | Juin 2006 |
| Produit | GTI |
| Secteur d'activité | Voitures |
| Philosophie | Development: Before the launch of the GTI, emails were sent to GTI enthusiasts. They directed them to projectfast.com. There, users were asked to describe their "fast" physically. The final email blast was sent to coincide with the launch of the car. This email, along with national TV spots, introduced enthusiasts to the Fast, and to the GTI. 17,000 vinyl Fasts, complete with four interchangeable tails and a care-and-feeding manual, were produced as an owner gift available only with the purchase of the GTI. The car helps you make friends with your fast, but it also comes with a Fast. Standard. Relevance: The GTI is a car with a built-in following. Give that following a new piece of GTI culture to work with, and we hoped they'd be more than just a target market - we hoped they'd actually become media and help us spread the GTI excitement. |
| Problème | The Fast was designed to generate excitement among core Volkswagen GTI enthusiasts - young, mostly male "tuners" - around the release of the GTI MK V. |
| Résultat | The launch of the GTI MK V was one of Volkswagen's best ever - sales expectations were exceeded by 80%. Within days of the launch, Fasts given out at dealer events start popping up on eBay Before long, they were fetching four hundred, five hundred - even eight hundred dollars. (We had nothing to do with this, we swear.) Thanks to the GTI enthusiast community, the Fast proliferated online. Bloggers adopted it as their chatroom avatar. GTI fans created bootleg merchandise from t-shirts, to bumper stickers, to wall posters and screensavers - some even created bootleg Fasts of their own |
| Type de média | Autre édition |
| Marché | Etats-Unis |
| Responsable de la création | Alex Bogusky |
| Directeur de la création | Andrew Keller |
| Directeur de création | Rob Strasberg |
| Directeur de création | Tony Calcao |
| Interactive Creative Director | Jeff Benjamin |
| Concepteur / rédacteur | Mike Howard |
| Directeur artistique | Anja Duering |
| Illustrateur | Anja Duering |
| Designer | Anja Duering |
| Designer | DJ Neff |
| Designer | Neil Riddell |
| Illustrateur | Rahul Panchal |
| Illustrateur | Harlan Erskine |
| Illustrateur | Joe Moreno |
| Illustrateur | Alvaro Ilizarbe |
| Product Producer | Barrie Bamberg |
| Product Producer | Tim Ronan |
Plus de réalisations
VOIR TOUSSweethearts Situationships
- MARQUE:
- Sweethearts Candy
- AGENCE:
- The Tombras Group
Dogs Fly First
- MARQUE:
- BARK
- AGENCE:
- The Tombras Group
Meataversity of Steak-umm
- MARQUE:
- Steak-umm
- AGENCE:
- The Tombras Group
MoonPie MoonMate
- MARQUE:
- MoonPie
- AGENCE:
- The Tombras Group
No Time to Explain
- MARQUE:
- Brawl Stars
- AGENCE:
- Barton F. Graf
Coverage Coalition
- MARQUE:
- Coverage Coalition
- AGENCE:
- Barton F. Graf
Epic Comeback
- MARQUE:
- Clash Royale
- AGENCE:
- Barton F. Graf
Sea of Chaos
- MARQUE:
- Clash Royale’s 2v2
- AGENCE:
- Barton F. Graf
Calling All Rogues
- MARQUE:
- Puma
- AGENCE:
- J. Walter Thompson New York