VW’s campaign: Spotlight on proudly SA products VW’s campaign: Spotlight on proudly SA products
Launched in June 2020, Volkswagen’s Drive Local campaign is an endorsement of the brand’s commitment to help South Africans recover from the Covid-19 pandemic.... VW’s campaign: Spotlight on proudly SA products

Launched in June 2020, Volkswagen’s Drive Local campaign is an endorsement of the brand’s commitment to help South Africans recover from the Covid-19 pandemic.

“The Drive Local campaign is our way to help South Africans get back on their feet and on the road – whether economically or through Corporate Social Investment (CSI) initiatives.

“We support the buying of locally manufactured goods, local businesses as well as initiatives that help our communities,” said Mike Glendinning, Volkswagen Group South Africa (VWSA) Sales and Marketing Director.

“Our proudly South African Polo and Polo Vivo, which are the only locally-manufactured compact hatch models in their segments, have enjoyed exceptional sales performance in the local market and we want to express our gratitude through the Drive Local campaign,” added Glendinning.

The Drive Local concept was brought to life in an optimistic and heart-warming television commercial. The story is set in a small town in a post-lockdown South Africa; cars are rolling off the assembly line and the country is slowly coming alive.

The vehicles seen arriving in a forgotten little town are a physical manifestation of the goodwill and optimism rippling across South Africa. Everyone is adjusting to a world where social distancing is the “new normal”, but the advert depicts a story of South African resilience and support for one another.

Volkswagen is heeding the call to Drive Local by investing in CSI initiatives aimed at alleviating the impact of the pandemic. VWSA converted an unused PE Plant Facility in the Eastern Cape into a temporary field hospital.

The first phase of the Rev. Dr Elizabeth Mamisa Chabula-Nxiweni Field Hospital, which included the handover of 1 485 beds for Covid-19 patients including those who require oxygenation, was handed over to the Eastern Cape Department of Health last month.

Once the second and third phases are complete, the facility will accommodate more than 3 300 beds for patients.

Through the Volkswagen Community Trust, VWSA handed over a total of R340 000 to Non-Profit Organisations in Nelson Mandela Bay as well as over 50 000 meals to primary schools in the area.

In addition, the schools also received 5 000 protective face masks. The masks were sewn by a local women co-operative, Gusco, which is also making 10 000 children masks for the greater Uitenhage community.

In an effort to support female entrepreneurs that have been hard hit by the pandemic, Volkswagen also launched the Volkswagen Lionesses Den competition at the beginning of July. The ‘Lionesses Den’ competition is a call to female-owned businesses in South Africa to share a two-minute business pitch.

“As a company that has been operating in South Africa for almost 70 years, we are deeply invested in the local economy and we are committed to seeing the citizens of South Africa thrive in order to secure our future together,” concluded Glendinning.

The Drive Local television commercial, which has received rave reviews from advertising pundits and brand experts like Andy Rice, MarkLives, and Brendan Seery (OrchidsandOnions), will be screened until 26 July 2020. 

Watch the Drive Local television commercial here: https://www.youtube.com/watch?v=Tw5I4BhsdY0   

Antoinette Panton

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