Service Category: Print, Events, Creative
When our client Volkswagen South Africa announced the launch of the new Golf to be early 2013, RedWorks was tasked with implementing the collateral and point of sale nationally. We received the concept and positioning strategy of ‘The One’ from Ogilvy Cape Town, and lead visuals from Germany.
As Volkswagen’s most advanced vehicle yet we had to ensure that the idea of innovation remained at the forefront of the campaign. Additionally, our client had excess budget that they needed to spend before the end of 2012, so we were challenged to not only harness cutting-edge production techniques, but to act fast.
Within a month of our first briefing we were into production. Harnessing our combined skills, various exciting print and production ideas had been approved including electroluminescent pull-up banners and lenticular posters – a first for car dealerships in South Africa.
In addition to dealership branding we designed and produced print, press and outdoor elements as well as various brand launch events requiring menus, itineraries and directional signage. All artwork was created within 8 weeks. Feedback from dealers surpassed expectations and the campaign has wowed consumers. The launch has been described as one of the most effective yet.