Volkswagen Korea is launching an advertising campaign and social events to celebrate the 50th anniversary of its iconic and best-selling hatchback, the ‘Golf’.
The Golf was first introduced in 1974 as Volkswagen’s compact hatchback. With a solid foundation, excellent driving performance, and remarkable use of space, the Golf has set the standard for compact hatchbacks in the global automotive market.
Globally, the Volkswagen Golf has sold over 37 million units, making it the best-selling model in Volkswagen’s history. In South Korea, it made history last April as the first imported compact hatchback to surpass accumulated sales of 50,000 units.
To celebrate this monumental 50th anniversary of the Golf, Volkswagen Korea is rolling out a targeted advertising campaign. This campaign incorporates a unique culture from Korea’s idol fandom, where fans celebrate and share their artist’s anniversaries, and is designed to toast the birthday of the Golf.
As part of this campaign, outdoor advertising is taking place in major areas of Seoul such as Gangnam, Jongno, and Hongdae. Starting from the 30th, digital billboards inside subway stations like Gangnam Station and Jonggak will feature witty advertisements celebrating the Golf’s 50th anniversary. Notably, this campaign will creatively utilize visuals of the first-generation Golf designed in the shape of a birthday cake through generative AI tools.
Additionally, Volkswagen Korea will hold an N-line poetry celebration comment event on their social media channels themed around ‘Volkswagen’ or ‘Golf’. Customers who craft clever N-line poems will be entered into a lottery to win die-cast models of the first-generation Golf GTI and gifticons for cakes & drinks.
Moreover, in June, Volkswagen Korea will apply visuals celebrating the Golf’s 50th anniversary across official dealerships nationwide, aiming to introduce customers to the heritage and charm of the Golf.
Shin Dong-hyup, Executive Director of Marketing Communications at Volkswagen Korea, stated, “The Volkswagen Golf has been an iconic model loved globally over the past 50 years, leading the hatchback market in Korea and gaining popularity among customers.” He added, “Through this campaign, we hope many customers will recognize the 50-year heritage and charm of the Golf.”
Lee Sang-jin daedusj@autodiary.kr