London International Awards
2022 Winners and Finalists
Network of the Year: Ogilvy
Bronze
Creativity In The Metaverse
NFTs
| Entrant: | Ogilvy South Africa, Cape Town |
| Brand: | Volkswagen South Africa |
| Title: | "Game On" |
| Corporate Name of Client: | Volkswagen |
| Senior Client Brand Managers: | Loryn Symons/Neo Nkosi/Salusiwe Qomfo |
| Client Marketing Directors: | Meredith Kelly/Bridget Harpur |
| Media Company: | PHD |
| Agency: | Ogilvy South Africa |
| Global Chief Creative Officer: | Liz Taylor |
| Chief Creative Officer: | Pete Case |
| Executive Creative Director: | Camilla Clerke |
| Creative Director: | Alex Goldberg |
| Associate Creative Director: | Riaan Van Wyk |
| Creative: | Neill Pretorius |
| Copywriters: | Jacques Massardo/Domimique Swiegers |
| Senior Art Director: | Melissa Raath |
| Art Director: | Annie Bekker |
| Senior Agency Producer: | Cathy Day |
| Agency Project Manager: | Melissa Forgus |
| Agency Managing Director: | Vicki Buys |
| Agency Business Director: | Alexis Ede |
| Agency Account Executive: | Muriel Gouws |
| Digital Company: | MetaLabs |
| Digital Designers: | Neill Pretorius/Nina Roodblom/Jesse Mason/Annie Bekker |
| Production Company: | Patriot |
| Director: | Sam Coleman |
| 1st AD: | Carey Lagoe |
| Executive Producer: | Zayd Halim |
| Producers: | Deenan Naidoo/Tess Tambourlas |
| Director of Photography: | Rory O' Grady |
| Cinematographer: | Rory O'Grady |
| Production Project Manager: | Kelly Ryan |
| Post-Production Company: | Priest |
| VFX Company: | Priest |
| VFX Producer: | Michelle Duvenage |
| VFX Editor: | Nathan Anderson |
| Animation Company: | Polycat |
| Editor: | Matthew Swanepoel |
| CGI Post Supervisor: | Godfriedt Roodt |
| Color Company: | The Refinery |
| Colorist: | Kyle Stroebel |
| Sound Design Company: | Resonate |
| Sound Engineer: | Rob Brinkworth |
| Music Production Company: | Field |
| Music Composers: | Nic van Reenen/Simon Kohler |
| Music Performed By: | Moonchild Sanelly |
| Senior Designer: | Jesse Mason |
| Designer: | Nina Roodbol |
| Artist: | Kyle Stroebel |
| NFT Consultants: | Tyrone Rubin/Brendon Louw |
Description:
The Polo audience is the most technologically integrated audience, making up the largest group of gamers, streamers, crypto traders, and adblocker users in South Africa.
With COVID still hampering physical events and test drives, we needed to find a way to connect to this hard-to-reach audience in a way that not only engaged them, but demonstrated that Volkswagen is advancing automotive technology, and the new Polo with IQ.DRIVE, Volkswagen's Intelligence system, is the first taste of the future.
To achieve our targets, maintain top spot in sales, connect to this niche audience and improve brand sentiment, we needed to turn our advertising into an experience, and virtually make our audience active participants in our journey into the Metaverse and Web3.0.
Introducing Game On. An interactive campaign that turned our advertising into a gamified, online hunt for this audience’s most treasured currency – NFTs.
We started by transforming the city of Johannesburg into an African corner of the Metaverse. We then worked with leading NFT trading platform, OpenSea, to develop a collection of NFTs inspired by these very streets.
We then hid them amongst our advertising and invited our audience to find the NFTs through a scavenger hunt across social media. We launched a series of gamer-styled trailers on social platforms in the week leading up to the launch, followed by a series of teasers across social, that drove audiences to a campaign microsite that explained the competition and gave a basic understanding of crypto elements relating to the campaign (NFTs, OpenSea trading platform, MetaMask wallets etc).
We used renowned South African gamer influencer (Tech Girl) to hype the launch through their platforms. We then dropped the interactive ad and the first clue on all Volkswagen platforms (Twitter, FB, Instagram, YouTube). Consumers then needed to solve the clue, track down theNFTs, take a screenshot of the NFT-imbedded frame and then tweet Volkswagen using#GameOnVW #NewPolo.
At the end of each day we minted and awarded NFTs to the winners, populating the collection on OpenSea as we went. This continued for 5 days.
VW POLO RESULTS This campaign set a new benchmark for engagement in the attention economy as millions whoavoid ads, were now watching our ad over and over again, whilst turning their social feeds intofree ad space for the new Polo.
The campaign was embraced by a niche target audience, leading to VW exceeding sales targetsand selling out of the new Polo.
CAMPAIGN EARNED REACH 15,9 Million high affinity audiences reached through earned media
CAMPAIGN ENGAGEMENT: Most viewed advert of 2022 96,8% average percentage viewed of the hero video ad Least Skipped advert of 2022 93,8% average percentage viewed of the pre-roll video ad 300 x average Twitter Engagement rate 179% above average campaign page dwell time
SALES RESULTS We exceeded sales target by 12% New Polo sold out