THE Volkswagen Golf GTI 8 on Tour campaign has won gold at this year’s Prism Awards.
The awards, run by the Public Relations Institute of South Africa (Prisa), are Africa’s most sought-after public relations and communication awards.
“As Volkswagen, we’re proud to not only have won three awards including gold award in the ‘Launch of a New Service or Product’ category at the Prism Awards, but to also be the only automotive brand awarded this year. This shows the creative prowess of our brand. The Golf GTI was our biggest car launch last year and the #GTI8OnTour campaign paid homage to the legendary status that this hot hatch enjoys in South Africa,” said Bridget Harpur, head of marketing for Volkswagen.
Working with public relations agency One-Eyed Jack, the campaign also won silver for Influencer Management and bronze in the Integration of Traditional and New Media category.
The campaign was launched as a gaming app that got fans racing the Golf 8 GTI through the virtual streets of South Africa to get their name on a leader board in order claim a free ticket to the #GTI8OnTour countrywide customer launch events. It saw over 21 000 app downloads across Apple and Android devices, and over 370 000 game plays in just six weeks. The online social media campaign also reached 3,3 million people.
