This year in particular has had its own fair share of battering and bruising especially in the branding and advertising industry. With the recession and budget cuts from clients, briefs were hard to come by and if they did, they would consider budget because of the slim profits in various sectors of the market. This resulted in inevitable retrenchments and a job loss massacre across the industry. Also affected were various big role players in the markets, from the motor industry, communication networks and a whole host of others.
My primary focus is the motor industry. Since it was the worst hit, what campaigns come to mind when you think of a certain car brand for this year? One that comes to mind is Toyota and the boxer named Buddy (agency: Draftfcb Johannesburg), the talking dog that speaks fondly of the different makes of the Toyota, my favourite being for the Hilux when he goes “What a chop” referring to sheep mainstreamed to get onto the back of the bakkie. Buddy has received a number of big ups in all forms of media locally and abroad, which is always a great thing especially if it's an authentic South African concept. So, we will pin Toyota Buddy on the wall as one of the best car campaigns of 2009.
Then there was the BMW Joy campaign (agency: GSD&M, Austin, Texas), which has no meat to chew on. The joy concept was like one of those whisk pass my eyes and remind me again thoughts, which is disappointing for one of the most lauded German car brands in the world.
I can't think of another car campaign this year, which instantly and vividly flashes popularity amongst South Africans.
Then unexpectedly, VW announces that it's producing the last VW Citi Golf in the form of a collector's edition MK1. The Citi Golf is known as an iconic car in South Africa, a car that has produced mothers, break ups and heartaches. For many it was a 21st birthday gift, for some, that first job pay and for the rest a car that they just simply love.
The brief was straightforward as put by Carrin Merkel, VW South Africa's marketing communications manager. “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.”
The team at Ogilvy Cape Town put together an amazing campaign, the best in my book for this year, and years to come.
They held auditions, looking for students - the target market that really resonates with the brand and the car. They found four - an energetic, eclectic and diverse bunch - in the form of Sharkie, Mzo, Sindi and Roxy, to be the ambassadors of driving around the country and getting ordinary South Africans to sign the car and leave goodbye messages. The tour started in Uitenhage, past the Transkei, Durban, Joburg, Pretoria, Bloemfontein, Kroonstad, Cape Town and ended in Knysna then it was driven back to Uitenhage and placed in the museum.
I followed the campaign from its inception right to the end, I followed them on Twitter, Facebook and other social networks on which they marketed themselves. The response was overwhelming with more than 5600 fans on Facebook and more than 680 followers on Twitter, each following the tour and posting their comments.
They weren't short of any PR, either, as radio stations screamed their ad campaigns and also with the Gareth Cliff team on 5FM also being part of the bon voyage signage, including DJ Fresh.
The press media also gave its opinion, from The Times, Sunday Times and City Press, as if that wasn't enough, web media also partook in the fray, which gave this campaign a royal feast in the media.
If you were to visit the Goodbye Citi website, you will find access to everything, directions to the VW website, social networks you can divert to, the actual tour itself, but disappointingly, they don't have profiles of the four ambassadors.
What was also interesting was the bid link, where you could bid for the last available Citi Golf. When the bidding closed on 23 November, the winning bid was for R300 000, with the proceeds being donated to the Ubuntu Education Fund, which supports communities in the townships of Port Elizabeth. The indicative market price for the vehicle was R113 500, by the way.
In closing, I reckon the VW Goodbye Citi Tour Campaign is by far the best campaign of 2009. The team involved deserve a pat on the back. They emulated the Citi itself by displaying legendary work. Praise is due from the marketing team, communications, creative, production and everyone else that had a hand in making this the best campaign ever.
Your achievement cabinet is full, as this has taken up all the space.
My message to the Citi itself… so long champ, ‘till we meet again.
For more info visit www.goodbyeciti.co.za.
