GoQuest Media Ventures, Volkswagen in Development Deal

GoQuest Media Ventures, which recently launched a digital studio arm, and Volkswagen have entered into a development and distribution deal.

As part of the agreement, GoQuest Digital Studios will manage the entire end-to-end content creation, distribution and brand-engagement activities for this year’s Volkswagen Ameo Cup 2018. GoQuest Digital Studios will facilitate the entire target audience engagement and aim to highlight Volkswagen’s core values of safety, drivability and robustness to fans of the Volkswagen Ameo Cup.

GoQuest Digital Studios will seek to move away from the conventional narrative of the show by adopting a digital-savvy approach to reach out to audiences on digital and sports TV channels. Additionally, it aims to distribute to multiple digital platforms, including regional platforms in South India (TN, Kerala, AP, Telangana, Karnataka), where motorsport has a massive following. Content discovery, reach and engagement will be achieved via a digital marketing campaign and social media engagement through daily contests and posts on Facebook, Instagram and Twitter to motorsport enthusiast communities across the country.

The event is a one-make car championship in which all of the cars are developed and maintained by Volkswagen Motorsport India. It celebrates an individual driver’s skill, knowledge, proficiency and courage.

Darshan Bhatt, the director of GoQuest Digital Studios, said, “The Volkswagen Ameo Cup is an iconic series in itself and it gives us great joy to be able to work on it as our first project. The stakes involved are huge. It has a strong history of eight successful seasons and is probably one of the most anticipated events for motorsport enthusiasts in India. The racing events invariably generate record audience footfall of 20,000-plus each year and at every venue and the passion quotient is high. Our strategy is to therefore strengthen the existing popularity of the event through continuous fan engagement through multiple channels and utilize this popularity to reach out to newer audiences. The program incorporates psychographic, geographic and demographic valuables, which presents a unique challenge for us as our very first end-to-end content creation and distribution project. We look forward to a great baptism through our association with the Volkswagen Ameo Cup and are extremely hopeful that our comprehensive quality work in every step of the content cycle will live up to the value of brand Volkswagen!”

Sirish Vissa, the head of Volkswagen Motorsport India, commented, “Our main discussion with GoQuest Digital Studios hovered around the goals of reaching out to wider audiences and establishing a better connect with the existing users. We have seen racing being covered in a conventional manner so far in the country and we wanted them to take a different spin and built a different angle with a more human element. This will give the viewers who haven’t had the exposure to motorsport yet to connect with it, and brand Volkswagen, in a far more personal level.”

Vissa added, “We have been greatly impressed by the enthusiasm brought on by the GoQuest Digital Studios team and the unique ideas proposed by them so far. However, it is not only in terms of excitement but the immaculate level of planning that GoQuest Digital Studios has brought on board, which gives us high hopes for the popularity of this year’s series. We are looking forward to collaborating with the team more throughout the year and in the future, too!”