The GTI Mk V site provides a fun opportunity to customize a model to your own tastes and then take it for a "joyride," with a touch of irreverent humor. I enjoyed specking out my car (the Toronado Red caught my fancy), and I think most users will appreciate the easy-to-add choices, from chrome mirror caps to a variety of roof racks. Pricing adjusts smoothly and is quite readable, answering some of the biggest questions on the mind of most consumers.
The payoff, a very cheeky joyride movie, is a blast. Who's that blonde model with the German accent in my passenger's seat? Who cares-- she's funny, even in her meditative reaction shots.
Overall this is a clever implementation of a window-shopping function. I would add that there might be a little more humor in the car modification process-- why save it all for the movie?
-- Mark Netter, director of business development, Deadline Advertising
It looks like Volkswagen has spruced up the GTI and delivered another site worth spending some time on. For me this site is a success on a couple different levels. It's a great car site, but also a unique experience.
CP&B seems to have captured the attitude of the VW GTI with this site. The design is simple but effective, and the experience of putting together a GTI was different than expected. Yeah, you still get to pick your wheels, but you get to do it in a unique way. The site lets you see what you're configuring up close, and doesn't skimp on the details, which I appreciate. The ability to watch and test drive the car you just built was a slick addition to the site.
Overall the site feels like it fits in with the campaign and will help the industry think a little differently about how to show off, configure and convert viewers into potential buyers.
-- John Gilbert, studio director, Xylem Interactive
