There’s a new Volkswagen Polo. From the outside not much had changed. But on the inside, it was like a new car. We needed test drives to get people inside the car. But test drives are boring and inconvenient.
We invented a social media game that everyone wanted to play: PoloTag.
For 6 days, in three major cities, South Africans could spot the new Polo around a specified route, tag it on twitter, and drive it, right there and then. The person who drove it for the longest, without being tagged, won the new Polo.
In celebration of its 20th birthday – and 20 years of democracy in South Africa – the District Six Museum partnered with Ogilvy & Mather Cape Town to produce a limited edition newspaper insert in the Cape Argus dated 23 September 1966, in honour of Heritage Day.
The idea is to provide Cape Argus readers with an ‘alternative history’, through offering another view as to what the newspaper might have looked like if the apartheid regime had never proceeded on its destructive course. Real people were used to pay tribute to the sporting, academic, music, artistic and literary achievements of the once vibrant community that was District Six.
The aim is to generate conversation of what might have been and what lessons we can learn going forward, by looking back and not making the same mistakes we did then.
- Alison Hingle – Copywriter
- Tania Barker – Art Director
- Chris Gotz – Executive Creative Director
- Account Management: Charity Ndisengei, Jamie Curtis, Devin Jones, Thania September
- Ogilvy Public Relations: Amelia May-Woudstra, Roxanne Leibrandt, Lisa Johnson
Music and road trips go together like rock ‘n roll, right?
That’s why we loaded SA rock band aKING and their entourage into two Volkswagen Caddy’s and documented their journey to Oppikoppi 2014.
A hassle-free road trip and an explosive rock ‘n roll show to thousands of adoring fans, the end result is guaranteed FOMO!
Stand the chance of winning a #CaddyonTour experience for you and four friends to a music festival of your choice. Go to www.vwcaddy.co.za to enter.
More #CaddyonTour adventures coming soon…
Our very own Instagram enthusiast / celebrity, Rowan Eva, last week kindly shared some tips and thoughts on Instagram at our ODMA. Rowan has amassed over 130,000 followers, below is the deck that he put together.
If you want to see the slide notes just open the presentation in Slideshare.
You can follow Rowan at http://instagram.com/rowaneva
The brief came from our MD, Luca Gallarelli, and the O&M PR Cape Town team who felt that our staff inductions needed a bit of a shake-up. Luca wanted a welcome pack that would reflect the ethos and vibe of O&M CT as well as provide useful information about the building.
The creative team drew inspiration from the famous 8 Ogilvy Habits. These habits formed the ideology O&M was built on all those year ago and with one item representing each habit, the induction box makes these habits more tangible and playful for new staff.
Concept & Design
Redworks CT Creative Director: Sabine Heckmann
Redworks CT Art Director: Amy Novella
Redworks CT Art Director: Viwe Mfaku
Redworks CT Art Director: Courtney Benjamin
Redworks CT Copywriter: Adèle Steyn
Redworks Production – Ciska Visser
O&M CT Illustrator: Jeanri Venter
Pangea Promotions (A5 Red Note Book, Metal Slinky, Yellow Pencil, USBs)
Clifton Publications CC (Box)
Tandym Print (Print Collateral)
GoPro is the world’s most versatile camera. It can go anywhere: on humans, on strange flying animals, on down-hill board things, on neon hula-hoops and even on hipsters. We needed a way of showing off all its incredible features on, wait for it, radio.
Find the GoPro. Win the GoPro.
A real-time GoPro treasure hunt on radio and online that gave South Africans the opportunity to win a GoPro.
Over the next few weeks #PoloTag will be hitting the streets of Jozi, Durbs and the Mother City to celebrate the launch of Volkswagen South Africa’s New Polo.
#PoloTag is the ultimate test drive, a Twitter tag game with real life implications.
Spot the car, Tweet @VolkswagenSA and you could test drive the car right then and there. But, beware… if someone spots the new Polo and tweets the location while you’re driving, your time is up and the next driver gets to take over. One of the top 10 drivers who stays behind the wheel for the longest might just win themselves the new Polo for a year.
To play #PoloTag, look out for the clues or #PoloLandmarks that will be tweeted by @VolkswagenSA from the three participating cities. To get a head start and find out more info on the routes and #PoloLandmarks – visit www.polotag.co.za