Before the launch of the GTI, emails were sent to GTI enthusiasts. They directed them to projectfast.com. There, users were asked to describe their "fast" physically. The final email blast was sent to coincide with the launch of the car. This email, along with national TV spots, introduced enthusiasts to the Fast, and to the GTI. 17,000 vinyl Fasts, complete with four interchangeable tails and a care-and-feeding manual, were produced as an owner gift available only with the purchase of the GTI. The car helps you make friends with your fast, but it also comes with a Fast. Standard.
Agency: Crispin Porter + Bogusky, Miami.