Ogilvy South Africa präsentiert die 'Forever Golf' Kampagne für Volkswagen und Alex Goldberg, Creative Partner bei Ogilvy SA, im Interview auf GoSee

In acht Episoden erzählt 'Forever Golf' wahre Geschichten rund um den Golf und stellt Menschen in den Mittelpunkt, die mit diesem Kultauto aufgewachsen sind, es lieben und ihm sogar eigene Spitznamen gegeben haben – von „Bum Jive“ über „The Rabbit“ bis hin zu „Pookie“. Jede Folge erzählt eine einzigartige Geschichte und beleuchtet die Vielfalt der Golf-Community – von Autoliebhabern über Großfamilien bis hin zu jungen Hip-Hop-Fans – eine facettenreiche Hommage an eine wahre Ikone.

Mit „Forever Golf“ gehen Volkswagen und Ogilvy weit über klassische Autowerbung hinaus und schaffen ein Stück lebendiger Popkultur, das Südafrikas Straßen, Stimmen und Geschichten feiert. Im Mittelpunkt der Kampagne steht nicht nur Storytelling, sondern auch Partizipation: Mit der Initiative #NameThisGolf lädt VW Menschen ein, den Spitznamen für das neue Modell mitzugestalten. Jeder kann mitmachen, sich von den Episoden inspirieren lassen und eigene Spitznamenideen für den neuen Golf einreichen. Das macht die Kampagne zu einem echten Gemeinschaftsprojekt. Jeder kann mitmachen und einen Spitznamen einreichen über #NameThisGolf auf den VW-Social-Media-Kanälen.

What inspired the idea for "Forever Golf" – and how did you approach telling these uniquely South African stories with authenticity? Alex : We were inspired by the people and communities who have made the Golf, the icon it is today. From city to city, street to street, the love for Golf can be found on every corner of this country, and every one has a story to tell. We really wanted to celebrate and pay homage to the culture of Golf, and the many people who drive it forward. And we wanted to do it with real authenticity. People needed to watch this campaign and think “You get us”. When the team cracked the concept, the feeling was unanimous. From Agency to Client, we all knew in our gut that this idea would speak to our audience on a deep level, and stir something inside them. But even the best ideas can fade without the right execution. We needed to work with the right people who understood the power of creating culture-driven work. We connected with the various Golf Clubs like Camp Fest, and partnered with Director Sanaa Mothabisa to bring this to life. Sanaa and his team did an incredible job. Not only did they unearth a richly diverse selection of stories, but they put them in the spotlight in the most beautiful way. Each episode is a window to another subculture of South Africa. Each very different from the other, but bound by one thing - the love of Golf. It shows that it really is “The People’s Car”.

How did the #NameThisGolf community challenge come about, and what have been your favorite submissions so far? Alex : South Africans love to make things ours by putting our own flavour to things. Volkswagen is a German brand, but it’s firmly entrenched in South African culture. Here the Golf has many names. From the moment the Mk1 hit the streets of South Africa, communities have been immortalising them with nicknames. It’s not just one. There are countless nicknames for each generation of Golf. Dubbed by the various clubs, cities, hoods, and communities. They’re not just naming them, they’re suping, dropping, modding and adding their own personal touch every way they can. It felt only right to hand the keys to this Golf to the community, and have them be part of naming the new Golf.

We’ve had loads of great entries like Golf “Ate” because it’ll eat up the competition. Others were 8 Ball, The Infinity, Last Born, and many more. Really excited to see what else South Africa has in mind.

As a Creative Partner at Ogilvy SA, what do you think makes a campaign truly resonate with people beyond the brand? Alex : It has to speak to the heart. We have to create work that makes people feel like the brand really understands them. You have to work hard to find those human truths, and not be afraid to tap into tensions and have an opinion. There is so much content out there, so it’s getting tougher to cut through. You have to grab the consumer from the beginning or they’ll scroll on, and your Client suffers.

At Ogilvy, we really do pride ourselves on our ability to create work that resonates with South African audiences. It’s not just the stories we tell, but the way we tell them, and the people we tell them with. We have such a great and diverse collection of minds who consistently bring these ideas to life in the most incredible ways. Combine that with a strong Client relationship and you have what you need to make real impact. We’re lucky to have incredible Clients who believe in the power of creativity. It’s then up to us to deliver. And it’s this challenge that gets us up each day. We love what we do and it shows in the work. You must love the beautiful, messy process and be proud of the work you’re putting out into the world.

Link to all episodes:  vw.co.za/en/forever-golf.html