Ogilvy South Africa


Volkswagen South Africa

The Brief

The worlds’ most loved premium audio brand is now in one of South Africa’s most loved car brands. Our objective was to let people know about the new sound collaboration between Volkswagen and BeatsAudio and highlight the exceptional sound quality that’s in the new Polo Beats. 

The Solution

To prove just how good the sound is, we got two of South Africa's top music talents, hip-hop star, Kwesta Dakar, and music producer, Ross Dabone, to score an original ‘Jozi’ track. Using the car. In one night. Live. We placed virtual sounds across downtown Johannesburg. And we fitted tech in the car that enabled the artists to discover those sounds, through GPS. Once collected, each sound was transferred from the street to Ross' computer to be engineered in real-time, with the help of a launchpad and the movement of the car. While Ross built the track, Kwesta was able to freestyle the lyrics, pulling inspiration from the streets, but more importantly through a Facebook Live feed. Some of their lyrical suggestions even made it onto the track. Within the first few weeks of release, 011 Beats was experienced by over 5 million people locally and across the world, on radio stations, YouTube, Twitter, Facebook, SoundCloud and international music sites. 011Beats managed to generate over R47 million in sales in the first 2 weeks.
An ROI of 10-1