VW Citi Golf: Goodbyeciti
Ogilvy Cape Town
SUMMARY
Very unusually, this entry seeks a Creative Effectiveness Lion for creatively and effectively killing off a brand - the Volkswagen Citi Golf.
The Citi Golf was unique to South Africa. Out-dated even at launch in 1984 – it was designed to squeeze some short-term extra returns from a redundant engineering platform - Citi lasted highly profitably in the entry-level market for an astonishing 25 years, fuelled by some award-winning advertising.
Safety standards and production economics meant Citi Golf was finally discontinued in October 2009, to be replaced in the segment by the...