The Challenge:
Volkswagen’s Citi is a South African icon. It’s the best selling car in our history and an irreplaceable part of our culture. So in 2009, when Volkswagen announced that the car would be discontinued, it was heartbreaking news for thousands. We were briefed to create a farewell campaign for the car.
Volkswagen’s Citi is a South African icon. It’s the best selling car in our history and an irreplaceable part of our culture. So in 2009, when Volkswagen announced that the car would be discontinued, it was heartbreaking news for thousands. We were briefed to create a farewell campaign for the car.
The Strategy:
Citi means so much to the South African people. So rather than saying goodbye to the car on behalf of South Africa, we decided to create a way for South Africans to say goodbye to the car for themselves.
Citi means so much to the South African people. So rather than saying goodbye to the car on behalf of South Africa, we decided to create a way for South Africans to say goodbye to the car for themselves.
The Solution:
In November 2009, we took the last Citi ever made and set out on a journey around South Africa. We were going to give the whole nation a chance to say goodbye to the car and sign it. Like a big farewell card. We tracked the whole journey live from a website, opened social media pages so that people could say goodbye online and finally, parked the car in the Volkswagen Museum, where it will stand forever, covered with goodbye messages. We then took all the footage from our epic road-trip and created a commercial for national television.
In November 2009, we took the last Citi ever made and set out on a journey around South Africa. We were going to give the whole nation a chance to say goodbye to the car and sign it. Like a big farewell card. We tracked the whole journey live from a website, opened social media pages so that people could say goodbye online and finally, parked the car in the Volkswagen Museum, where it will stand forever, covered with goodbye messages. We then took all the footage from our epic road-trip and created a commercial for national television.
The Results:
We travelled almost 5000 km around the country.
Over 7000 people signed the car in just 11 days on the road.
59 000 people followed the journey live from the website.
Over 10 000 people said goodbye on social media.
A record R12.6 million in free publicity was generated.
The 3rd last Citi sold for 3 times its market value in a charity auction from our website – a record for an online charity auction in SA.
We travelled almost 5000 km around the country.
Over 7000 people signed the car in just 11 days on the road.
59 000 people followed the journey live from the website.
Over 10 000 people said goodbye on social media.
A record R12.6 million in free publicity was generated.
The 3rd last Citi sold for 3 times its market value in a charity auction from our website – a record for an online charity auction in SA.
And South Africa got the closure it deserved.
Awards:
Cannes Lions Shortlist in PR 2010
Cannes Lions Shortlist Direct Marketing 2010
One Show Interactive Merit 2010
Bookmark Awards – Best in show 2010
Bookmark Awards – Silver Best Campaign / Microsite
Bookmark Awards – Silver Best Integrated Campaign
Gold Loerie for Experiential Advertising
Silver Loerie Digital Mixed-Media Campaign
Silver Loerie Live Events
Loerie Bronze Alternative Media & Field Marketing
Loerie Bronze Microsite
Prism Awards Gold Winner in PR and Social Media Categories
Prism Awards Overall Gold Winner Campaign of the year Catergory.
APEX Award Silver
