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TASK
Launch the new VW R32 as the fastest Golf ever.

INSIGHT
Everyone loves a good old car song, which are typically belted out for hours on long road trips to pass the time.

SOLUTION
We created the ‘VW R32 Short Car Songs’ album, custom made for the fastest Golf ever. We dramatically shortened well-known car songs to cater for really ‘short’ road trips.

To support the bigger launch 1000 albums were released to dealerships throughout NSW to promote test drives of the new R32 and generate excitement around the car. The songs were also released on radio and social platforms.

RESULTS

Test drives were up by 74% on previous launches and subsequent sales were up 13% on forecast targets.