The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Visual Craft / Animation
Annual ID
OS23_IC034M
About the Work
The Volkswagen Polo is South Africa's favourite hatch, but rivals are gaining popularity as the Volkswagen brand is viewed as safe and behind the times when it comes to technology.
We needed to launch the new Polo with IQ.DRIVE, Volkswagen’s intelligence system, a car aimed at a digitally integrated audience who make up the largest population of gamers, crypto owners and adblocker users. They embrace technology in all aspect of their lives, and it informs their buying decisions, from their homes and devices to their choice of car.
With 49% using adblockers, we needed to play by different rules with a game of our own.
Introducing Game On. An interactive campaign that turned our advertising into a gamified, online hunt for this audience’s most treasured currency – NFTs. We started by transforming the city of Johannesburg into an African corner of the Metaverse. We then worked with leading NFT trading platform, OpenSea, to develop a collection of NFTs inspired by these very streets. We then hid them amongst our advertising and invited our audience to find the NFTs through a scavenger hunt across social media. We hyped the release with gamer influencers and teasers. With the community primed, we dropped our gamified ad. We released new clues every day through social. Fans then needed to find the NFTs in our ad, and tweet a screenshot of the NFT using #GameOnVW #NewPolo, in doing so, turned their social feeds into ad space for the new Polo. This campaign set a new benchmark for engagement in the attention economy as millions who avoid ads, were now watching our ad over and over again, whilst turning their social feeds into free ad space for the new Polo.
CAMPAIGN EARNED REACH
15,9 Million high affinity audiences reached through earned media
CAMPAIGN ENGAGEMENT:
• Most viewed advert of 2022
• 93,8% average percentage viewed of the pre-roll video ad
• 300 x average Twitter Engagement rate
• 179% above average campaign page dwell time
SALES RESULTS
We exceeded sales target by 12%
New Polo sold out
2023 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy South Africa / Cape Town
Digital Agency
Metalabs South Africa / Cape Town
Client / Brand
Volkswagen South Africa / Johannesburg
Production Company
Patriot Films / Cape Town
Music / Sound Production Company
Field / Cape Town
Resonate / Cape Town
Post Production Company
Priest / Cape Town
The Refinery / Cape Town
Art Director
Annie Bekker
Copywriter
Dom Swiegers
Jacques Massardo
Alex Goldberg
Composer
Nic van Reenen
Creative Director
Alex Goldberg
Director
Sam Coleman
Director of Photography
Rory O'Grady
Editor
Matthew Swanepoel
Executive Creative Director
Camilla Clerke
Executive Producer
Cathy Day
Zayd Halim
Producer
Tess Tambourlas
Michelle Duvenage
Sound Designer
Rob Brinkworth
Associate Creative Director
Riaan van Wyk
Global Chief Creative Officer
Liz Taylor
Project Manager
Melissa Forgus
Senior Art Director
Melissa Raath
Strategy Director
Zoe Willems
Animation Studio
Polycat / Cape Town
Brand Consultant
Neo Nkosi
Salusiwe Qomfo
Brand manager
Loryn Symons
Business Director
Muriel Gouws
CEO & Creative Chairman
Pete Case
Colourist
Kyle Stroebel
Content Editor
Amelia Cohen
Digital artist
Jesse Mason
Drone Team
FC Hamman / Johannesburg / Cape Town
Group Head, 3D Motion Designer
Neill Pretorius
Junior Motion Designer
Nina Roodbol
Managing director
Vicki Buys
Managing Partner
Alexis Ede
Marketing Communications Manager
Bridget Harpur
Meredith Kelly
NFT Consultant
Brendan Louw
Tyrone Rubin
VFX Supervisor / Animation Director
Goddy Roodt
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