Information about the Volvo Big Drive
Volvo has launched the second of its lifestyle targeted campaigns, the Volvo Big Drive. The cross-media endeavour will see online and real-life merge as South African icons along with members of the public compete in driving challenges across Gauteng and North West; narrated through social media and supported through the line across all channels.
Cricket legend Makhaya Ntini, acclaimed fashion designer Gert-Johan Coetzee and actress singer KB Motsilanyane will each participate in a Volvo which represents their unique personalities.
Marketing and PR director at Volvo, Michelle Naude says that the campaign will inject energy and continuity into Volvo's lifestyle-focused strategy, embracing elements that broadly include sport, music and fashion. "The Volvo Big Drive is a functional enterprise aimed at embedding the trend-setting cues of the brand with our audience through interactive engagement and celebrity leverage. Ultimately, communicating the fact that Volvo cars are designed around its drivers."
Broadening the brand's appeal
Naude says that while Volvo's brand utility has always been founded in safety, its foray into lifestyle is expected to broaden the brand's appeal across a wider audience of potential Volvo drivers. "Our cars have a lot to offer, and we have developed initiatives such as the Volvo Big Drive to showcase intrinsic qualities beyond function."
The campaign comprises three stages; initially co-drivers will be sought via social media engagement to accompany the celebrities on their Volvo Big Drive, each in a different model. Phase two will see Volvo give away a Volvo S60 and finally a third stage winner stands the chance to have a Volvo adventure designed around their personal want.
Gert-Johan is one of South Africa's most loved, well known and respected fashion designers,he is known for his Red carpet wear which could be seen at major events, such as the SA Music Awards, SA Film And Television Awards, the J&B Met, You Spectacular, Huisgenoot Skouspel, the Tempo Awards, and Miss World to name a few.
His creations won the best dressed title at many of these events. He has also dressed many of our country's most famous people Such as Esmare Weideman( Editor in chief of Huisgenoot/You and Drum), Cindy Nell, Liezel Van Der Westhuizen, Lira, Bonang Matheba, Doreen Morris, Basetsana Khumalu, Louise Carver, Sashi Naidoo, Tansey Coetzee, Tatum Keshwar, Nianell, Jennifer Jones, Andriette Norman en Elana Afrika, Noeleen, Miss SA Bokang Montjane
Gert-Johan noticed his love for fashion since he was very young, He dressed his pencils with tissue paper in school, And his sisters dolls at home,
He attempted to make his first dress at 8 years old when his father gave him R30 for material.
He went for his first sewing classes at the age of 13, and started his study's in fashion when he was
16, while studying he won numerous awards, Including SA's most promising young designer back in 2006, The award was handed to him by finance minister Trevor Manual.
In his second year, he won the High Fashion Award at the Vukani Fashion awards, And this is where Sandy Ngema noticed him.
He dressed Sandy for the Durban July that year, and then for the past two seasons of Strictly Come Dancing
Gert-Johan has since created some of our country's most memorable dresses
And became a highly respected public figure himself.
He earned the title as SA Designer of the year, where He was nominated with 9 other of our country's top Designers.
In 2011, He made history in SA by being the first SA Designer to Have his dresses worn by A list celebrities on the red carpet in Hollywood including Kourtney Kardashian and Kristen Cavallari.