Volkswagen Golf GTI

Play the road

Practices

Find out more about our practices.

REINVENT DRIVING MUSIC.  To promote the GTI Mk7, Volkswagen wanted to prove that they were still as innovative as ever. To show a new generation that the GTI hadn’t lost its edge, we needed to put the hot back in the hatch.

 

The car is the instrument, the driver a musician

ENHANCING THE GTI DRIVING EXPERIENCE THROUGH AN EXTRAORDINARY COLLABORATION.  Teaming up with world-renowned musicians Underworld, we created a truly unique app that generated original compositions, in real-time, with every twist of the steering wheel and tweak of the brake.

02

INNOVATION

MONTHS OF CRUISING AND CODING.  The app requests speed and RPM information from the GTI’s on-board computer. Steering, acceleration and location data is calculated from a combination of the iPhone’s accelerometer, gyroscope and GPS receiver. All this data is instantly smoothed and filtered before the musical programming language PD (Pure Data) translates it into unique music live.

WHAT WE DID

DIGITAL INNOVATION
CREATIVE COLLABORATION
APP DESIGN AND DEVELOPMENT

 

GLOBAL COVERAGE AND ENVIABLE SALES.  Play the Road received worldwide coverage with over 3.5 million views. Not only was it the most viewed Volkswagen UK video ever, but viewers perceptions changed – the GTI was thought to be 7% more innovative, 12% more desirable and 16% cooler. The prototype app, which was never intended for public use, delivered an amazing 11% uplift in YoY sales.

11%
uplift in sales
Winner of Music + Sound Award