The launch campaign '#GTI8OnTour' additionally saw the brand touring the Golf GTIs across the country to host events in Cape Town, Durban and Johannesburg.
"The '#GTI8OnTour' campaign was a very successful campaign that played on the competitive nature of GTI drivers and fans of hot hatches," says Steffen Knapp, Volkswagen South Africa's brand director.
"We saw many fans compete each week to post the fastest time on the digital leader board and we rewarded the top individual every Monday," adds Knapp.
The campaign's objectives oriented digital reach and awareness, as well as to get as many people to experience Golf 8 GTI as possible. Since launching on Friday, 10 September, the campaign indicates that it saw significant uptake. App downloads hit over 23 000 across Apple and Android devices, recording over 380 000 game plays in six weeks.
The online campaign reached 3.3 million people across the country with campaign influencers including:
- Courtnaé Paul
- Deon Govender
- DJ Lag
- Donovan Goliath
- Khutso Theledi, and
- Yuzriq Meyer.
According to the campaign, the conversion rate was consistently above 50%, proving that the '#GTI8OnTour' concept hit home with Golf GTI and car enthusiasts across the country.
"The joy of seeing the significant digital uptake and reach combined — with so many people attending the live events — has been incredible. We anticipate increased sales in the coming months as '#GTI8OnTour' showed that the GTI brand remains a firm favourite amongst South Africans,” concludes Knapp.
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