How Volkswagen and GoQuest Digital Studios upped the game in motorsports content consumption

Riding high on its content, Volkswagen Motorsports India’s property, FMSCI MMSC Volkswagen Ameo Cup, has struck a chord with motorsports enthusiasts and sports lovers across the country.

The content around the series was developed by GoQuest Digital Studios, an independent end-to-end boutique content studio backed by GoQuest Media Ventures. The show clocked 10 million organic views, proving to be a huge hit among motorsport enthusiasts.

In 2018, GoQuest Digital Studios acquired the end-to-end content development and distribution responsibility for the Ameo Cup. The GoQuest team formulated a new strategy to make the show look fast and entertaining on video for viewers by bringing in the human element for the first time ever.

Covering the races in great detail, the show brings out the ballet-like passion and teamwork of those involved, coupled with cutting-edge racing technology and driving strategy of racers over the hard-fought tournament, making every episode come alive with a range of emotions and twists.

Held across three cities over five months with 20 racers in contention, the Volkswagen Ameo Cup is India’s only one-make championship motorsports event. Currently in its ninth avatar, the event is followed closely by motorsports enthusiasts and has inched slowly outside the niche motorsports community.

The series has been distributed across 50 countries apart from India.  Understanding the importance of multilingual content, the series is also available in four languages — English, Tamil, Telugu and Malayalam — and produced at scale.

Leaving conventional modes of dissemination aside, GQDS and Volkswagen avoided mainstream social media platforms like YouTube and Facebook. Alternatively, it on-boarded a niche sports programming channel such as DSport as the official broadcast partner.  The platform also associated with Sharechat as the official social media partner and Jio Cinema as the show’s telecom partner to offer 360-degree engagement with audiences.

Commenting on the success, Darshan Bhatt, Director, GoQuest Digital Studios, said, “From the get-go, we wanted the series to be much more than just a racing show, focusing equally on the glamour, technology and the humane side of the world rather than just the podium finishes. Through our interactions with the drivers, crew members and other individuals involved in racing, we developed great respect to the contribution made by every member towards the eventual victory.”

To ensure the show gets maximum visibility throughout the country, GQDS team chose specific channel partners. For instance, Yupp TV was selected as an OTT partner with its highest reach in South India and also for the Tamil-speaking diaspora in North America.

GirlsXP.com, a women’s lifestyle and fashion platform, was also roped on board as its lifestyle partner, as the racing series comprised two young women racers as well.

The intent clearly has been to reach out to an increasing number of aspiring girls/women to follow the conventionally male-dominated world of motorsports. With women competing head-to-head with male drivers, Volkswagen positioned the show as a driver of changing gender roles as well as a catalyst of massive social change. 

The Promo:

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