Second campaign of Golf's 50th anniversary strategy with the aim of redefining the brand and recovering Golf's iconic nature, status and desirability.

From 1974 to 2024, five decades passed in which Golf has become an icon of the spirit of youth. Such an important milestone deserves a grand celebration, so Volkswagen decided to seize the opportunity to reposition the Golf as a love brand. The challenge: despite being a vehicle that has withstood the passing of time, reaching its half-century mark in the middle of an era of transformations, Golf was facing a decline in utility vehicles. The industry's obsession with technology and functionalities led the category to creative uniformity, with indistinct proposals that appeared interchangeable between competitors.

But this doesn't just affect the car industry. In an era governed by the ephemeral, where being new and transient are seen as virtues, the use and throw away design has been normalised under the false premise that things of a temporary nature allow us to advance, evolve and constantly reinvent ourselves. But this paradigm comes at a cost: we have become slaves to what is new and to hype.

Fortunately, more and more people are waking up to this reality and starting to open their eyes: and the truth is that what's new and ephemeral is not worth anything, because it never comes to mean anything. That is why many are coming back to what is really important: profound experiences and moments that defined their youth, leaving an indelible mark. Here is where we saw a golden opportunity for Golf to break free from the uniform place it had been dragged into. It could offer a different, genuine message that would connect with those looking for transcendence in their lives.

As a historical, quality and reliable vehicle with a legacy of fifty years accompanying young generations, Golf was in a position to vindicate not only things that last, but things that become eternal. We summed all of that up in one phrase: ‘FOREVER SINCE 1974’. A statement that far from just being a 50th anniversary claim, would become Golf's brand idea from now on, articulating different campaigns and activations, celebrating the eternal in a world dominated by transience.

After an initial launch presenting Golf's perspective for its 50th anniversary, the second phase of the FOREVER SINCE 1974 strategy arrived. Here we decided to double down and celebrate the timelessness of the Golf, this time focusing on its transgenerational cultural relevance and iconic status. That's how COPLA was born—a campaign that, through two timeless cultural icons like Machado and Camarón, explores the transcendence achieved when people embrace you as their own, because: “coplas are not coplas until people sing them”. The campaign was disseminated through a fully digital media mix that targeted the upper funnel, combining high-attention media like CTV, YouTube, and streaming platforms with media that provided frequency to reinforce recall, such as social networks and display. The campaign was also launched in DOOH and advertorials were activated. In parallel, a UGC strategy was launched on social media where we asked users to share their Forever moments with their Golfs, to recover all of those moments they hold in their memory.

This path we have embarked on has allowed Golf to take advantage of a milestone like its 50th anniversary to go further, redefine itself, find a current raison d'être, and reclaim its iconic status as part of the local culture. And all of this while looking to the future, based on its extensive past.