Volkswagen Singapore unveiled a 'mini joyride' at Golden Village VivoCity

Over 1,000 participants took the fast lane on its debut.

Out to offer a one-of-a-kind advertising gimmick, Singapore cinema operator Golden Village partnered with German carmaker, Volkswagen to promote their latest Volkswagen Golf GTI with an interactive advertising platform, done in an effort to promote the element of fast fun.

Patrons who stepped into Golden Village VivoCity found a new built-in feature of high-velocity slide, called the GTI Fast Lane which linked the second and first level of the multiplex, an unconventional change to the usual route down a long flight of stairs. Standing at 13.3m in length, over 1,000 patrons hopped on for a mini joyride on its first weekend of operation.

Singapore Business Review caught up with a Golden Village Spokesperson to know  more about the campaign.

SBR: Please describe the campaign (Who was it for, what is the objective in the campaign, who are the target audience).

Volkswagen Singapore wanted to create an opportunity for everyone to experience a Golf GTI, with or without a driver’s license. An exciting alternative to walking down the long flight of stairs, the GTI Fast Lane gave patrons a “fast and fun” time, just like how the new Golf GTI would deliver speed and fun driving dynamics.

Target Audience: Everyone!

Volkswagen Singapore’s idea was to reach out to as many people as possible, to let them experience GTI fun.
The cinema became the ideal location. It was able to reach out to everyone - locals, foreigners, tourists, PMEBs, youths, families, young and old etc.

SBR: What was the biggest challenge GV faced with this new advertising concept? How did you address such?

To ensure the safety of the patrons is never compromised and to ensure that operationally it does not cause any hindrance or obstructions our daily cinema operation. Both GV and Volkswagen Singapore worked hand-in-hand to ensure a smooth execution and a successful event.

SBR: What were your expected reactions from the audience when the campaign went into public?

We expected a positive reaction from the patrons as it is a fun idea.

However, initially we were not sure if they were game enough to try the slide or stick to the their usual stairs/escalator and watch from the side but it turned out to be a success!

If it's already possible to gauge, how did the target market/audience react to the campaign?

As of Aug, Volkswagen Singapore shared that over 3,500 patrons chose the slide over the stairs.
Everyone who took the slide left with a big smile on their face.

You may also check out the video here.