VW - Goodbye Citi Golf





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Uploaded on Jun 21, 2010

DIRECTOR: Jason Fialkov
AGENCY: Ogilvy (CT)
CLIENT: Volkswagen
EDITOR: Emily Bussac
CREATIVE DIRECTOR: Jennifer MacFarlane/Cuan Cronwright
OFFLINE: Upstairs Post Production
ONLINE: Condor

Volkswagen's Citi is the best selling car in our history and an irreplaceable part of South African culture. So in 2009, when Volkswagen announced that the car was to be discontinued, it was heartbreaking news for everyone. Ogilvy was briefed to create a farewell campaign so thousands of Citi lovers in SA could find closure as well as create demand for the last few thousand Citis. Their idea was to send the last Citi ever made on a farewell journey around the country. People could say goodbye to the car and sign it like a giant farewell card. A website was created where people could follow the journey live and they opened social media pages for people to say goodbye online. The campaign turned a negative situation - the loss of a South African icon - into a positive celebration of the meaning of Citi to the country's people. Almost every major SA newspaper, blogger, TV station and radio station covered it.

"From an advertising perspective, the tour was 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





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