In this episode of The Lead Creative, host Mongezi Mtati sits down with Bridget Harpur, Head of Marketing for Volkswagen South Africa (VW SA), to uncover the secrets behind VW’s enduring cultural relevance and creative excellence. Volkswagen has long been more than a car brand; it’s a cultural icon that has remained relevant across generations, from the Golf Mk1 to bold campaigns like “Game On,” a groundbreaking Metaverse campaign that incorporated NFTs. Harpur shares how VW’s commitment to creative excellence and long-term agency partnerships keeps the brand ahead of the curve while staying authentic to its roots.
“VW has always focused on creative output,” Harpur explains, highlighting how the brand’s collaboration with agencies drives innovation and high-quality production. The conversation also delves into VW’s thoughtful approach to navigating trends, focusing on adding value rather than simply following what’s popular.
Key Insights:
- How VW stays culturally relevant without chasing fleeting trends
- The role of creative excellence in maintaining brand icon status
- Long-term partnerships as the secret to innovation
- Putting people at the centre of Volkswagen’s messaging
- Balancing boldness and authenticity in advertising campaigns
- How VW’s Polo ‘Game On’ Metaverse and NFT campaign pushed creative boundaries
Join us as we explore how VW keeps its brand iconic and connected to the pulse of culture through bold creativity and people-focused messaging.
Click play to listen:
The Lead Creative Podcast is available on:
Or wherever you listen to your podcasts.
Follow The Lead Creative on:
Please share, subscribe and send us recommendations of creative industry thought leaders to feature.
Our podcast audio editing and audio production are done by: Maishe Rakgoale.