Volkswagen has been known for producing high quality campaigns to promote its vehicles, especially on traditional media. This time Volkswagen turned to social and created a campaign which unravelled in 6 cities of South Africa.
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The campaign was based on the popular game of laser tag and its aim was to promote the new Polo vehicle. It was conceived and realised by Ogilvy Cape Town. Participants were asked to spot the new Polo around a specified route and tag it on Twitter using the hashtag #PoloTag. Users who successfully tagged the car would win a test drive.
With each test drive a new round of tagging began. The driver who would stay untagged for the longest period of time got the chance to actually win a new Polo car. This is great campaign which created awareness around the new vehicle through social buzz, while giving participants the chance to win a prize; over 27 million users were exposed to the campaign and test drives increased by 243%.
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