(Ama)rok ‘n Roll For Ogilvy Interactive

Amarok

Ogilvy Interactive Cape Town scooped a bronze at the 2011 Apex Awards, recently held in Johannesburg, for its integrated digital campaign conceptualised and developed to maximise pre-launch brand awareness around the Volkswagen Amarok pick-up vehicle in South Africa. The digital division of Ogilvy Cape Town was the only digital agency to win an award on the evening – a great accomplishment for both Ogilvy Cape Town as well as Volkswagen SA.

 

The Amarok pre-launch campaign incorporated numerous digital elements such as a branded, interactive micro-site (highly ranked by Google Analytics), an integrated events campaign developed to amplify Volkwagen’s Dakar Rally sponsorship, clever teaser advertising ideas featuring rally legend Sarel van der Merwe, and diligent recording and mining of test drive leads garnered from the micro-site. All in all, it was – in the words of the client: “… an outstanding marketing achievement!”

 

“Ogilvy Interactive Creative Director Nicholas Wittenberg, has for some time now been discussing building intelligence into our digital work,” says Head of Ogilvy Interactive Cape Town, Adrian Varkel. “In other words, using the digital medium to produce hardworking campaigns and using the granular measurability of digital to improve the campaign, which is exactly what we achieved with the Amarok pre-launch campaign and what contributed to its success.”

 

Overall, the Ogilvy Group proudly walked away with six of the 14 awards and one of the two special awards at the Apex Awards; an impressive fourth year in a row the agency has dominated the proceedings.

 

Adding to the Amarok bronze award, Ogilvy Cape Town won silver for the launch of the Volkswagen Polo Vivo, and bronze for the Cadbury Stimorol Infinity campaign. Ogilvy Johannesburg won two silvers on the night; one for the Castle Lager campaign and one for the Selinah HIV/AIDS Topsy Foundation campaign. The latter also winning a special award for the best entry entered for a non profit or charity organisation.