Ogilvy South Africa

Touareg Sabbatical


The Brief

The Touareg is the most luxurious Volkswagen yet, but how do we get it to stand out amongst the more established luxury brands with a fraction of their budget?

The Solution

We tapped into the one thing that this audience has sacrificed a lot of, and values more than anything in the world – Time. We asked South Africans what they would do if they were given the luxury of time. Then awarded one person with a 3-month sabbatical, kick-starter fund, the new Touareg, and Volkswagen’s resources to bring this world-changing idea to life. Thousands answered. One stood out. Dr Rufaro Nyamuda and “KeepSafe Schools”, an app that would digitize healthcare in our schools, giving South Africans equal access to medical information and changing the way we care for our children. We partnered with Business Insider and followed Dr Nyamuda’s journey across the country as she put her app to the test, building and evolving it with every kilometer. We created a microsite dedicated to time and shared Rufaro’s journey through episodes, as well as articles and interviews with some of South Africa’s leading business minds. As the app took shape, we gave Rufaro airtime on radio stations, stage time on TedX, and face time with influential people who could invest in her idea. Supported by the Department of Education in the Eastern Cape, R2 Million in funding was raised.