South Africa – The automotive company is shaking up its communications strategy with a campaign that sends fans of the brand on a social media treasure hunt for non-fungible tokens (NFTs). The first 'players' to uncover the NFTs will receive a selection of real and virtual prizes, including a PlayStation5 games console and tuition by the Volkswagen Advanced Driving Academy.
Designed specifically for the South African market and taking cues from metaverse aesthetics, the Game On campaign features recognisable Johannesburg street scenes populated by avatar players, and promotes the safety and intelligence features of Volkswagen's new Polo model, the IQ.DRIVE.
Through this engaging and rewards-driven campaign, the brand subverts traditional car marketing by encouraging the public to visit its social media accounts and interact with its adverts. Camilla Clerke, executive creative director for Ogilvy South Africa, the agency behind the campaign, says: ‘In the age of ‘skip ad’ and ad blockers, this innovative campaign has inspired thousands of consumers not only to watch our advertising, but to engage with it frame by frame by frame for five consecutive days.’
Once defined by staid physical showrooms, the automotive retail sector continues to push omnichannel boundaries to win customer interest and retain relevance in the age of e-commerce.
Strategic opportunities
Across sectors, brands can explore the potential of interactive advertising, and find ways to gamify their content and unlock access to experiences to bolster engagement and memorability
