VW watches the clock for new Golf promotion

Patience is a virtue, but don't get out-clicked in Palm+Havas' new online work

Volkswagen Canada is trying to drive interest and purchases of new models with a live, online price drop, “Countdown to a Golf GTI.”

A dedicated website shows the price of a new 2015 Golf GTI dropping by 1 cent every second for up to $1,000 in discounts per day. People click to reserve a discount on the price, and a minute after that, the countdown refreshes and begins again. The discount, which is confirmed and held with a $250 credit-card hold, can be applied towards a 2015 Golf or Golf GTI.

“It’s very much like an auction in reverse,” says Thomas Tetzlaff, manager of media relations for Volkswagen Canada, adding that the site tries to increase anticipation by showing the number of people looking at it at any given time, waiting to get the best deal before other visitors.

Montreal-based Palm + Havas created the website and a video promoting it. PR for the countdown is being done by Edelman.

“When you buy a car, everybody thinks about a deal,” says Tetzlaff. “What better idea, with this car in the pre-launch phase, than to give the people the idea to make a deal?”

The countdown is part of a larger campaign around the launch of the 2015 line, which becomes available in June.

Brands Articles

Canada’s Hottest Ads – The good and bad of Mother’s Day ads

Rain 43's John Farquhar finds mom spots both charming and predictable

Lasik MD campaign has its sights on millennials

Print, direct mail, OOH, radio touts financial benefits of laser vision correction

How to improve in-store signage

Signs alert shoppers to deals and promotions, but also express your brand

Managing Digital: Reckitt Benckiser’s VP marketing

VP to agencies: understand consumers' digital behaviour and deliver KPIs

On The Move: Changes at FCB, eBay, Defy and Hill + Knowlton

A weekly recap of who's headed where in Canadian marketing and communications

Gap’s 1Q profit falls as it attempts turnaround

Banana Republic and Gap banners continue to struggle, while Old Navy flourishes

Campaign for weight-loss firm gives the skinny on diet fads

Dr. Bernstein effort from Giants & Gentlemen includes TV, online and OOH

Best Buy revenue slips as it closes Future Shop

Electronics retailer cites "ongoing softness" in the local market as reason for decline