We needed to highlight the exceptional sound quality of the new Volkwagen "Polo Beats" speakers. A sound collaboration between Volkswagen and world renowned beats Audio.
A first of its kind data driven experiment that created live branded content. We challenged two of South Africa's top musicians to discover the Johannnesburg sound using the car. In one night. Live. Virtual sounds were spread across Johannesburg. Tech in the vehicle enabled the artists to discover those sounds and score a base sound track. Concurrently Facebook Live enabled fans to submit real-time lyrics on the night. This live experience was turned into the country's first co-created music track and video, as the car cruised the Johannesburg streets.
RO1 for the campaign over 10-1
Over 5 million people engaged with the branded content
167 000 Facebook Live interactions
468% above industry benchmark of 2.5% engagement.
Loeries - Bronze
Loeries - Silver