Volkswagen Korea introduces the new digital advertising campaign ‘The Hipster’ for the Golf.
Launched on the 15th, the campaign presents the key message, ‘Trends change, but originality becomes culture,’ showcasing the Volkswagen Golf’s timeless appeal that resonates with hipsters across generations.
The Volkswagen Golf, a flagship model of the brand, has a dedicated following since its first launch in 1974. With innovative technology and robust product capabilities, it has undergone seven evolutions, earning it the title of the benchmark for ‘hot hatches.’
This video intricately weaves the lifestyles of various hipsters from different generations, from MZ generations who are passionate about deep-rooted heritage, to affluent father-son duos who share a common keyword of ‘style,’ along with working professionals who develop new and diverse tastes and engage in community activities.
The cinematic direction captures the diverse lifestyles of hipsters while artfully reflecting the design of the 8th generation Golf. The striking visual element of using the English lettering of ‘Golf’ to create the Korean word for ‘Hip’ effectively emphasizes that the Golf is ‘hip’ in itself.
Dong-Hyup Shin, managing director of Volkswagen Korea’s marketing communication, stated, “The Volkswagen Golf is a timeless icon that has garnered immense love worldwide and is set to celebrate its 50th anniversary next year.” He added, “Through this digital advertising campaign, we hope more people will recognize the special charm and value that only the Volkswagen Golf possesses.”
The ‘The Hipster’ advertising campaign can be accessed through the official Volkswagen Korea website, social media accounts, and outdoor advertisements.
The 8th generation Golf features the EA288 evo 2.0 TDI engine coupled with a 7-speed DSG transmission, producing a maximum output of 150 horsepower and a torque of 36.7 kg·m. It offers excellent driver-centric handling and dynamic performance, along with an array of advanced driver assistance systems like ‘IQ.Drive’ and ‘IQ.Light-LED Matrix Headlights.’
Dubbed the true performance icon, the 8th generation Golf GTI inherits Volkswagen’s high-performance heritage. It offers enhanced driving performance, precise handling, and dynamic driving experiences. Equipped with the EA888 evo4 2.0 TSI high-performance gasoline direct injection turbo engine, it boasts a maximum output of 245 horsepower and a torque of 37.7 kg·m. Coupled with a 7-speed DSG transmission, it provides rapid shifts for an exhilarating driving experience.
Lee Sang-jin daedusj@autodiary.kr