Goodbye Citi - farewell campaign for iconic brand

The Citi, remembered with affection.

“We're saying goodbye to South Africa's best-selling car but more importantly, we're giving the whole country a chance to say goodbye. It's a countrywide farewell, with the car being the farewell card. Actually, this campaign is about the South African public saying goodbye - because the car has become theirs, as much as it is ours,” says Volkswagen South Africa's marketing communications manager, Carrin Merkel.

Farewell TV commercial

“From an advertising perspective, the tour is being filmed to create a farewell TV commercial for Citi. The commercial will be a true-to-life documentation of the tour. It'll showcase South Africa saying goodbye to Citi. Over the years, the car has entrenched itself in South African culture and history. In fact, it's more than just a car, it's an icon and it's become a friend to the South African people,” says Ogilvy Cape Town executive creative director, Chris Gotz.

"The Citi brand means so many things to so many different people. Thousands drove it as their first car. To them, the brand is all about freedom. Others personalised their Citi's. So for these people, it's about individuality. Some owned and drove a Citi for decades, and then passed it on to their kids. Some were even born in a Citi. In fact, almost everyone has a Citi story and Citi means something different to each of them," adds Gotz

Outlived its era

"The decision to stop producing the Citi was a tough one. However, like all things in life, we have to adapt and move with an ever-changing environment. New technology, rapidly evolving consumer needs and demands, and new trends in the automotive industry have forced us to finally write the last chapter on the ubiquitous Citi," explains Bill Stephens, Volkswagen South Africa's general manager communications.

The Golf 1 was introduced into the market in 1978. As the Golf 2 launch approached, the company recognised that its increased passenger and load space meant the Golf brand would move into a higher price segment, putting it out of reach of the traditional first-time car buyers. Therefore, to fill the new market-need, the decision was taken to continue the production of the Golf 1, but to remodel it and give it a new name.

The most optimistic prediction in 1984 was that it would last for a maximum of five years. In 2006, 22 years later, the plant was producing 131 units per day and sold 28 500 in that year. In July 2009, 1630 Citis were sold.

Early branding

Originally named the 'EconoGolf' by product developers, the concept received a designer makeover by the company's advertising agency, Ogilvy Cape Town. The brief was to create something that would capture the imagination of the first-time car buyer in South Africa.

The creative team at the time took renowned fashion designer, Jenni Button on board to help make this little car more than just a car - to make it a fashion accessory, a 'must have'. Button was integral in the design process of the first 'Red, Yellow and Blue' Citis.

Now, at the end of 2009, the last 1000 Citis have rolled off the production line. These limited edition Citis have been designed based on the original Golf 1 and are branded 'Citi Mk1'. Each Citi Mk1 has been individually numbered and will be sold to the public in honour of this legendary brand.

"It is impossible to estimate just how much money the Citi brand has put into the South African economy over its life, suffice to say that it must be a significant figure. Citi has also left an intangible mark on South Africa. It's been a part of the last 25 years in South African history. Now, as we open the final chapter on this legend's career, we look back with affection, and we look forward to giving it the farewell it deserves," concludes Stephens.

In keeping with its concept of inclusivity, for those people who can't meet the Citi on tour, the entire victory lap can be followed at www.goodbyeciti.co.za and on Goodbye Citi's Facebook (www.facebook.com/GoodbyeCiti), Twitter (twitter.com/GoodbyeCiti) , Flickr (www.flickr.com/photos/goodbyeciti) and YouTube (www.youtube.com/GoodbyeCiti) pages - where the public can also post their goodbye messages.