Volkswagen: Goodbye Citi Case Study

We were briefed to create a campaign for Volkswagen Citi, since Volkswagen announced the car was being discontinued. The aim was to sell the last few thousand Citis and allow South Africans to say their goodbyes (since the car was a national icon). Our idea was to send the last Citi ever made on a farewell journey around the country. People could say goodbye to the car and sign it like a giant farewell card and people could follow the journey online too. The campaign was covered by almost every major SA newspaper, blogger, TV station and radio station and the remaining cars were put up for auction.