Tribal DDB’s new digital campaign for VW Polo GTI

Speed is presented in a trendy and unconventional way, in the form of a challenge between the car and Singapore’s top beatboxer, Dharni.

Beatboxing is an artform of vocal percussion where one imitates sounds, beats, instruments and rhythms using only vocals.

Viewers are challenged to beat the new Polo GTI by matching the fast beats of Dharni’s beatboxing. Participants will need keen eyes and ears, as well as fast fingers, to match the correct letters to Dharni’s beatbox soundtrack. The highest scorer wins a weekend drive with the new Polo GTI.

Jamie Lee, GM of marketing communications at Volkswagen Group Singapore, said, “The Polo GTI offers a fast and fun drive – perfect for those who prefer a little more excitement on the road. To demonstrate that spirit, we moved away from traditional media and ventured into new media, to provide a platform for a more dynamic expression of this new car. “

Jeff Cheong, head and executive creative director of Tribal DDB Singapore, added, “Not only did we give speed a new beat, we created a following through an influencer. The story and the highly addictive game forms part of the social-creative strategy. It's a bold move for Volkswagen Singapore to lead a car launch with digital and we are very encouraged by the results so far.”

From now until 8 May, the public can take up the challenge at PoloGTI.sg, with unlimited number of plays per day. For those who are unfamiliar with the car, the website includes a digestible introduction with snippets for key features. The new Polo GTI is available for viewing and test drives at Volkswagen Centre Singapore.

The campaign kicked off on 22 April, with a teaser video showing Dharni beatboxing in a Polo GTI. He created a piece that fused familiar car sound effects with very fast beats. The video quickly went viral, getting over 10,000 hits in the first days.

In the official video, Dharni takes on the spirited personality of the new Polo GTI, to create a beatbox track that fuses rhythmic elements of man and machine. The excitement is also being shared through radio.

Dharni is currently ranked as the fifth top beatboxer in the world, he has performed in different parts of Europe and Asia, and has opened for artistes like Black Eyed Peas, Kanye West, Jin, Lady Gaga and Mariah Carey.