Volkswagen needed to launch the Golf R, its top performance model designed to bring back the fun in everyday driving. Our problem was that as we grow up, driving becomes more functional and less fun. So to launch it, we went back to when we had the most fun with cars – as kids, imagining ourselves as racecar drivers.
Introducing Unleash your Rrrr – make car sounds just like when you were a kid and the Golf R magically reacts. Make screeching sounds and the Golf R drifts. Roar and it accelerates. Every sound you unleash triggers a different maneuver. To pull this off, we built the world’s first Artificial Intelligence brain that translates human emotions and car sounds into a virtual test-drive.
Unleash Your Rrrr was the first campaign to harness the power of Artificial Intelligence and deep machine learning to create the next generation of personalized ads. It was experienced in over a hundred countries, featured in countless major publications, sold out our inventory in record time, and reminded people that everyday driving could be fun again.