What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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Putting love in the driving seat
The new VW Polo GTI campaign, Date Drive, launching on Monday 30 May 2011, offers the public an opportunity to 'borrow' a new car for an evening date, broadcast their experience with Twitter updates, as the date progresses and be tracked online through the Date Drive website, monitoring the highs and lows of the experience, as the daters wear heart rate monitors that register public readings.
While remaining anonymous, the daters will collect the vehicle before picking up their prospective partners, who will be unaware that the car is actually on loan for their first date. To further increase their dating prowess, participants will be given a handy 'dating kit' with cologne, mouth spray and other essentials to assist in making the date a success.
"From an advertising and creative perspective, this campaign is exciting and innovative. Layered with involvement from numerous creative platforms, it is a fully integrated. Tapping into the usually un-broadcasted dating scene and doing so while being able to retain anonymity, is sure to get South Africans talking," says Chris Gotz, Ogilvy Cape Town ECD and head of the campaign.
Tracy Mcgregor
The next morning the dater will return the car and conduct an anonymous 'dating post-mortem', a voluntary video interview shared on Twitter, Facebook and the official site giving Volkswagen fans the opportunity to come together.
Celebrity drives
Prior to the official launch, a select number of South African celebrities will be treated to an all-expenses paid date around Johannesburg and Cape Town. Able to experience the car for its sportiness and sex-appeal, these brand ambassadors will epitomise what the car stands for and will spur ordinary daters to apply for their own Date Drive.
"Test driving a vehicle is great, but what we are offering is a chance for the public to experience what it would feel like to own such a car and how your prospective love interest will react to you in your new driving environment. This is a dynamic, interactive campaign that Volkswagen is proud to bring to South Africa. Promoting the fun of dating, with the style and the sexiness of the vehicle, is sure to appeal to the brand's enthusiasts. While there are a limited number of available Date Drives, those who are unsuccessful in the campaign will be first in line for a test drive of the new hot hatch," comments Bridget Harpur, brand manager, Volkswagen South Africa.
Prospective participants can sign up on www.datedrive.co.za, follow on twitter @DateDrive and visit the facebook page.
