From the MK1 to MK8, the Volkswagen Golf GTI has become an automotive legend, and there is a generation of people that is attached to it. The beauty of it is that this generation has nothing to do with age but with attitude.

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For the launch of the latest Golf GTI in the Middle East, we introduced #GenGTI, a campaign and creative platform that to its day, it’s successfully dedicated to the Middle East community brought together by a lifestyle built around the iconic Golf GTI. The platform was introduced during the car launch event at Dubai Autodrome, where GTI enthusiasts got an exclusive first view of the latest model, went behind the steering wheel, tested their need for speed around the Autodrome tracks, and got to know personal stories of other GTI owners who shared their passion, memories, and adventures with their beloved car.

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The campaign was supported with a product film that hyped the GTI launch in the market, print, digital, and social media campaign where people could share their #GenGTI stories. Since the launch of the campaign, The Generation GTI has only grown stronger, and as the “People’s car”, Volkswagen continues to enable their passion for the iconic GTI.