ABOUT

Challenge:
We needed to launch the new Polo with IQ.DRIVE, a car aimed at a digitally integrated audience who make up the largest population of gamers, crypto owners and adblocker users.
With 49% using adblockers, we needed to play by different rules with a game of our own.

Idea:
Introducing Game On. An interactive campaign that turned our advertising into a gamified, online hunt for this audience’s most treasured currency – NFTs.

We started by transforming the city of Johannesburg into an African corner of the metaverse. We then worked with the leading NFT trading platform, OpenSea, to develop a collection of NFTs inspired by these very streets, and designed to help fans level up in real and meta world.

We then hid them amongst our advertising and invited fans to find the NFTs through a scavenger hunt across social media.

Results:
This campaign set a new benchmark for engagement in the attention economy as millions who avoid ads, were now watching our ad over and over again, whilst turning their social feeds into free ad space for the new Polo.

The campaign was embraced by a niche target audience, leading to VW exceeding sales targets and selling out of the new Polo.