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Volkswagen Polo with IQ.DRIVE: Game On
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The new integrated campaign from Volkswagen South Africa launches the latest model of the Polo, with IQ.DRIVE, Volkswagen's advanced safety and intelligence system. Volkswagen has stepped into the Metaverse with a global first in interactive storytelling. Playing in the increasingly blurred worlds of the Polo target market, whose lives are a growing mix of both gaming and reality. Aimed at a digitally enabled target audience the 'Game On' campaign has a collection of specially designed NFTs, hidden inside its content, for fans to find through a digitally-led hunt on Social media.
Agency: Ogilvy, Cape Town First to find the hidden stash, unlocked prizes in both the real and meta worlds. In parallel, the Polo was launched into the gaming space, with the Polo GTI featuring in the latest edition of the popular driving game, Gran Turismo 7. The collection of NFTs, dubbed the 'Mzansiverse', consisted of 100 unique NFTs. All inspired by the streets of South Africa (Aka Mzansi). Hidden amongst the collection were 3 Golden NFTs which unlocked prizes designed to help fans level-up their own lives. These included Sony PS5 gaming consoles, alongside gifts from Superbalist, GetSmarter, and the Volkswagen Advanced Driving Academy. The campaign was Directed by Sam Coleman from Patriot Films and brought to life by Polycat Animation studio, together in collaboration with the NFT consultancy, MetaLabsAfrica.
Marketing Communications Manager: Bridget Harpur Related |
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