7.6 Seconds
- Brand
- Volkswagen
- Year
- 2016
- Objective
- Product Launch
- Industry
- Automotive
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Try
- With
- TRY Apt
Objective
Volkswagen Norway needed to launch the Passat GTE, its first plug-in hybrid Passat, in a market where electrified cars were rapidly gaining share. The brand wanted to shed the GTE's "economy trim" image and make the case that it was quick as well as clean, so TRY and TRY Apt built a game around the single stat that proved it: 0-100 km/h in 7.60 seconds.
Solution
The game opens on a full-screen stopwatch with one button. The player hits start, watches a Passat GTE accelerate on screen, and has to hit stop the instant the clock reads 7.60 seconds — get closer to that number and you do better. It runs the same in a phone browser or on desktop, no download needed, and each attempt takes a few seconds. Playing enters you into a draw to win the actual car.
- 1
The player lands on a full-screen campaign site for the Passat GTE, which sets the challenge: the car accelerates from 0 to 100 km/h in exactly 7.60 seconds, and stopping the clock on that exact number is the goal.
- 2
The player starts a run, triggering a full-screen video/3D acceleration sequence with sound as an on-screen stopwatch begins counting.
- 3
While the clock runs, the player watches the car accelerate and picks up details about the vehicle's specs along the way.
- 4
The player hits stop to try to catch the timer at precisely 7.60 seconds; the result screen shows the actual time posted and the margin of error against the target.
- 5
The player replays the timing challenge to close the gap toward the exact figure, and each attempt counts as an entry into a sweepstakes for a real Passat GTE.
