GOODBYE CITI by Ogilvy Cape Town for Volkswagen

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GOODBYE CITI

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Industry Cars
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market South Africa
Agency Ogilvy Cape Town
Creative Director Christopher Gotz
Art Director Jennifer Macfarlane
Copywriter Cuanan Cronwright
Producer Iris Vinnicombe
Photographer Wayne Van Heerden
Account Supervisor Shaun Stemmett
Released November 2009

Credits & Description

Category: Ambient: Stunts & Live Advertising
Advertiser: VOLKSWAGEN
Product/Service: CITI GOLF
Agency: OGILVY CAPE TOWN
Executive Creative Director: Christopher Gotz
Creative Director: Christopher Gotz
Copywriter: Cuanan Cronwright
Art Director: Jennifer Macfarlane
Account Manager: Greg Tebbutt
Account Supervisor: Shaun Stemmett
Advertiser's Supervisor: Caryn Merkel
Typographer: Toby2shoes Design
Photographer: Wayne Van Heerden
Producer: Iris Vinnicombe
Other Credits: Pr Account Executive - Amy Mabin
Date of First Appearance: Nov 12 2009 12:00AM
Entrant Company: OGILVY CAPE TOWN, SOUTH AFRICA

Description of Ambient execution
The Situation: Volkswagen's Citi is a South African icon. It's the best-selling car in our history and an irreplaceable part of our culture. So in 2009, when Volkswagen announced that the car was to be discontinued, people were very sad. We were briefed to create a farewell campaign for the car. The Idea: We took the last Citi EVER MADE and set out on a journey around South Africa, so that everyone could say goodbye to the car and sign it - like a giant farewell card. At the end of the 5000km journey, we parked the last Citi in the Volkswagen Museum in Uitenhage, where it will stand forever, covered with South Africa's goodbye messages - for all to view. People tracked the whole outdoor campaign/road-trip live from our website, which had daily videos from the road, photos and daily diary entries. And for those who couldn't meet us on the road, we created social media pages so that people could also say goodbye online. The Result: Approximately 7000 people signed the last Citi during the 11 day journey. These signatures will remain on the car forever, for all to see. Over 10 000 people said goodbye on social media. About 59 000 people followed the journey live from our website. A record R12.6 million in free publicity was generated - almost every major South African TV station, radio station, blogger and newspaper covered the event. The 3rd last Citi sold for almost 3 times its market value in a charity auction from our website. And perhaps most importantly, South Africa got the closure it deserved.