VW - #MeinGolf
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Social Media
Details
The campaign for the 50th anniversary of the Golf placed the passionate Golf community at its centre by inviting users to share photos and stories about their experiences with their Golf. Over 200 contributions were collected under the hashtag #MyGolf and integrated into the editorial planning. The best submissions were showcased on DOOH in Wolfsburg. Two stories were captured and published with their own production. The highlight of the campaign was the world premiere of the "Golf Edition 50," which garnered global interest. The campaign demonstrated the close connection between Volkswagen and the community.
The Jury‘s Statement
Volkswagen has impressively demonstrated with the campaign "#MeinGolf" how meaningful the connection between a brand and its community can be. By skillfully utilizing user-generated content, an emotional platform was created that places personal stories and experiences at its core. The combination of digital interaction and physical presence, such as through DOOH displays, highlights the sophisticated and well-thought-out execution. This project excels in its ability to strengthen brand loyalty and a sense of community while remaining authentic and relevant.
