WIN A GOLF

The second stage of the brand awareness campaign, the Win a Golf competition, was used as a way to stand out and cut through the noise in a saturated car brand market.

Working with radio station Hot 100, participants had four weeks to win 20 keys. One of the keys was able to open the Golf Trendline at a live event.

The branding is strong and bold, with a minimal aesthetic, and adheres to the Volkswagen global brand guidelines. The campaign rollout included a TVC, radio advertising, press ads, a social media and targeted digital campaign, and the branded car driving around Darwin for the duration of the four-week competition.

Signage

Car Wrap

Digital/Print

Consider Volkswagen

Looking to upgrade? Consider Volkswagen.

The initial rollout of a two-stage brand awareness campaign, Consider Volkswagen is a lead-in to the Win a Golf competition, and provides longevity after the competition has ended. The approach is a soft sell aimed to increase brand recognition, increase awareness and get back on the considered shopping list.

While the car giveaway is an effective way to get consumers attention, the longer running brand awareness campaign has been designed to convert awareness into purchases.

With custom shot photography of the iconic Nightcliff Jetty as the backdrop across all collateral, the style fits the global Volkswagen brand while still being relatable to local consumers. This campaign has been rolled out across billboards, press ads, social media, and a targeted digital campaign, and was used to wrap three different Volkswagen vehicles driving around Darwin during the campaign duration.

Signage

Car Wrap

Digital/Print