Volkswagen campaign wins Prism Award

The Prism Awards, run by the Public Relations Institute of South Africa, are Africa’s most sought-after public relations and communication awards and are judged by more than 60 industry experts.

Prism Awards are conferred on entities that have successfully fused strategy with creativity and professionalism to achieve the best communications and business objectives in their public relations campaigns.

“As Volkswagen, we’re proud to not only have won three awards, including a gold award in the launch of a new service or product category at the Prisms, but to also be the only automotive brand awarded at this years’ ceremony, which shows the creative prowess of our brand. The Golf GTI was our biggest vehicle launch last year and the #GTI8OnTour campaign paid homage to the legendary status that this hot hatch enjoys in South Africa,” said Bridget Harpur, head of marketing for the Volkswagen Brand.

Working with public relations agency, One-Eyed Jack, the #GTI8OnTour campaign also won a silver award for influencer management and a bronze award in the integration of traditional and new media category.

The #GTI8OnTour was launched as a gaming app that got fans racing the Golf 8 GTI through the virtual streets of South Africa to get their name on a virtual leader board in order to claim a free ticket to the #GTI8OnTour countrywide customer launch events.

The campaign culminated in high-energy customer events in Cape Town, Durban and Johannesburg, at which fans were given the chance to experience life in the GTI lane.

This campaign saw over 21 000 app downloads across Apple and Android devices and over 370 000 games played in just six weeks. The online social media campaign also reached 3.3 million people.

Source: MotorPress