SOUTH AFRICA’s most loved brand VW continues to outshine rivals.
This follows 11 awards won at the 2022 Loerie’s in Cape Town recently.
VW was the most awarded vehicle brand winning awards for the Polo ‘Game On’, Golf ‘Power of GTI’ and Taigo ‘Let’s Go’ advertising campaigns.
It won a total of five gold awards, two silver, three bronze as well as a Craft certificate- thanks to the advertising agency Ogilvy.
“We are ecstatic about the wins at the Loeries and we’re exceptionally proud of the Polo ‘Game On’ campaign because we took a large leap of faith to ensure that Volkswagen was the first brand in South Africa to have a Non-Fungible Token (NFT) brand campaign and also have the world’s first adv featuring NFTs.
The Polo ‘Game On’ campaign is testament to Volkswagen’s eye on the future, not only in the innovation of our vehicles but in embracing the passions of our fans,” said Bridget Harpur, Head of Marketing for the Volkswagen Passenger Car Brand.
Inspired by the metaverse and powered by the new Polo with IQ.DRIVE, Volkswagen created a real-meets-virtual world where anything is possible. To celebrate the game-changing arrival of the new Polo, Volkswagen created five unique collections of NFTs and dropped them into the television commercial to gamify the fan experience.
For five days (18 to 22 March 2022), Polo fans hunted for the hidden NFTs in the commercial and stood a chance to win one of 100 NFTs.
“We’re immensely humbled by these wins. With the Polo ‘Game On’ campaign, we were able to create an integrated campaign using multiple media in parallel, to entice a hard-to-reach audience to engage for record levels of time with the brand, alongside record levels of vehicle sales.
Thank you to the judges for recognising the power of this work and a very important thank you also to Volkswagen for believing in us and for partnering to create these bold campaigns,” said Pete Case, CEO and Creative Chairman of Ogilvy South Africa.
In mzansi the VW brand is synonymous with everyone!
