Golf GTI: Driving Academy

DDB Sydney decided to create the Ultimate Test Drive. You + GTI+ a Racetrack. But we only wanted the best of the best. So they created the GTI Advanced Driving Academy. A competitive online space where people competed for 200 spots on our track day.
We sent out 5,000 invitations. Our target audience then invited their friends. And by the start of the campaign we had 26,212 students enrolled in the GTI Advanced Driving Academy.
Over 4 weeks they competed and learnt race driving theories through a series of online tutorials.
At the end of the course, the top 200 students were selected and then let loose on our track under the supervision of the best race drivers in the country.