Volkswagen has long been more than just a car manufacturer, it’s a brand that has managed to stay relevant, iconic and deeply embedded in culture for generations. From the legendary Golf Mk1 to the forward-thinking “Game On” metaverse campaign, which integrated NFTs. VW has consistently balanced creative excellence with cultural resonance.
But how does VW achieve this while navigating ever-evolving cultural trends? In this episode of The Lead Creative, Mongezi Mtati speaks with Bridget Harpur, Head of Marketing for Volkswagen South Africa (VW SA), about the delicate art of keeping an iconic brand ahead of the times without losing its core identity. Harpur provides insights into how VW maintains a strong creative presence, stays true to its brand essence and manages to authentically participate in cultural conversations.
“One of the biggest factors for us is creative output,” Harpur explains. “VW has been known for creative excellence, not just in the ideas and thinking, but in the production quality output of everything we do.” This dedication to quality is just one piece of the puzzle. She discusses how VW’s long-standing relationships with creative agencies, its focus on cultural relevance and its ability to carefully navigate trends have kept the brand at the forefront of automotive marketing.
In a world where brands often jump on trends without thoughtful participation, VW’s approach is more measured. “We don’t do things just to join the conversation,” Harpur notes. Instead, Volkswagen focuses on listening to cultural shifts and asking where we can meaningfully contribute. This approach has allowed VW to embed itself in South Africa’s diverse cultural landscape and remain relevant across a wide spectrum of audiences.
Key Insights:
- Creative excellence: VW has always been dedicated to producing work of the highest creative quality, ensuring its campaigns resonate both locally and globally.
- Long-term partnerships: VW’s longstanding relationships with its agencies contribute significantly to its ability to stay innovative and produce impactful creative work.
- Cultural relevance over trends: Instead of jumping on every trend, VW listens to cultural conversations and only participates where it can add meaningful value.
- People-centric messaging: “Volkswagen” literally means “people’s car,” and that’s reflected in all their communications, which put people at the heart of their brand storytelling.
- Balancing innovation and authenticity: VW continuously balances being bold with staying authentic, ensuring campaigns like the Polo “Game On” resonate with the right audience.
- Future-proofing the brand: VW’s focus is not just on the latest trend but on creating work that will stand the test of time, ensuring they remain iconic for years to come.
In a fast-changing world, VW continues to prove that maintaining an iconic status isn’t just about keeping up with trends, it’s about staying true to your core values while finding innovative ways to connect with people. As Harpur explains, VW’s success lies in its ability to marry creativity with cultural relevance:
“We put people at the center of our messaging… It’s always about the people.”
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Our podcast audio editing and audio production are done by: Maishe Rakgoale.