Volkswagen Sports Car Challenge

Brief

As part of the Volkswagen Sports Car Initiative to raise the profile of VW premium sports car brands within the Chinese/Taiwanese and Hong Kong markets, the Sports Car Challenge simulator app on iOS and Android was designed to deliver 1,000,000 virtual test drives and motivate consumers to connect to the VW brands.

Strategy

Develop a AAA driving simulator with hyper-realistic 3D car models from VW’s premium brand’s – Audi, Bentley, Bugatti, Lamborghini, Porsche and VW - based around challenging race tracks and environments.

The simulator would provide consumers exciting virtual test-drive experiences and through this realistic interaction, would encourage consumers to connect directly to VW brand & dealerships websites and social media.

Results

The Sports Car Challenge series won Best Interactive, Entertainment Mobile Strategy /Campaign at The Drum MOMA 2015 awards
Over 75,000,000 virtual test drives generated from 30,000,000+ downloads (SCC + SCC2)
67,000+ average DAU's (Daily Active Users)
Each player has accessed SCC an average of 10 times
15,000,000+ in-game car photos shared on social networks
6,500,000+ unique visits to VW Group websites via in-game links
4,000+ downloads per day
The Sports Car Challenge series won the 'Highly Commended' award within the 'Most Effective Sales Promotion' category at the Mobile Marketing 2015 EMMA awards
Generated 9,000+ sales leads & 339 qualified sales leads across China, Hong Kong and Taiwan during a CRM trial between September to November 2014
Brand engagement time with VW premium sports brands: 1,382,670,000 mins+/ 2,630 years (SCC + SCC2)
Each player played SCC an average 6 mins each session
19,500,000+ views of in-game car information
212,000+ VW Group dealerships contacted via in-game links for test drives
View Volkswagen Sports Car Challenge on the App Store. View Volkswagen Sports Car Challenge on Google Play.
Figures accurate as of October 2016