New Golf 6, Volkswagen’s new entry to wheelocity

Ogilvy, Cape Town wanted to promote the launch of the new Golf 6, with Park assist, in an unexpected and cost effective way. So we hired local car guards, a very common and familiar sight in South Africa, and made special bibs that were based on their generic and highly recognised parking attendant bibs. The car guards then popped up in seemingly obscure places, such as cinemas, cafes, at the beach, etc. Then leisurely took a break as the New Golf's Park Assist feature did their job for them. For the price of a movie ticket and a car guard’s daily rate, the brand got to have a presence in a cinema.

Client: Volkswagen
Agency: Ogilvy, Capetown
Executive Creative Director: Chris Gotz
Country: South Africa