SYDNEY: Volkswagen has made its first leap into branded content, putting the entire marketing budget for the launch of the new Golf R performance vehicle behind two short films.
The car maker will not be investing in any above-the-line advertising for the launch, instead investing in the content in a bid to target to high-income fans of performance cars.
The campaign, devised by VW's media agency, MediaCom, features two Top Gear competition winners visiting a motor racing circuit in Sydney where they are shown how to drive a high-speed performance car by professional drivers.
The campaign, dubbed “The Ultimate Test Drive”, marks the first campaign from MediaCom Beyond Advertising (MBA), the agency's branded entertainment division, which launched in March.
The Golf R campaign will run across the Ninemsn motoring hub for one month from 28 August and sit permanently on the VW YouTube channel.
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