The GTI8OnTour campaign that welcomed the iconic Volkswagen hot-hatch nameplate to South Africa has achieved numerous accolades at the PRISM Awards which were held in Johannesburg recently.
The illustrious icon in the hot hatch game has been with us for just under a year and in that time has continued the legacy of its predecessors. During its introduction was a GTI8OnTour campaign which was aimed at engaging with South Africans in a virtual and real-world context.
Related: CAR performance shootout 2022: Volkswagen Golf GTI
This included a GTI8OnTour gaming app that allowed fans to experience the Golf 8 GTI in a virtual race-setting on South African streets. A leaderboard would allow players to claim a free ticket to the GTI8OnTour country-wide customer launch events which were based in three urban South African Hubs. The campaign culminated with enthusiasts and fans in Cape Town, Durban, and Johannesburg experiencing the new GTI in person.
Bridget Harpur, Head of Marketing for the Volkswagen Brand stated: “As Volkswagen, we’re proud to not only have won three awards which include a gold award in the ‘Launch of a New Service or Product’ category at the PRISM’s, but to also be the only automotive brand awarded at this years’ ceremony shows the creative prowess of our brand. The Golf GTI was our biggest vehicle launch last year and the #GTI8OnTour campaign paid homage to the legendary status that this hot hatch enjoys in South Africa.”
Along with scoring gold at the PRISM awards, Public Relations agency; One-Eyed Jack, also managed a silver award for ‘Influencer Management’ and a bronze award in the ‘Integration of Traditional and New Media’ category. The GTI8OnTour campaign enjoyed 21 000 app downloads on both Apple and Android and 370 000 game plays in six weeks while the extensive social media campaign also had a maximum reach of 3,3 million people during its active period.
