‘"With the 'Drive Local, Support Local' campaign, we are not only helping small businesses, but we are also aiding our country's economy to recuperate from the losses of the last few months," says Meredith Kelly, head of marketing at Volkswagen South Africa.
"Given the fiscal pressures caused by the lockdown, we need local industries now more than ever to prosper," adds Kelly.
Volkswagen's 'Drive Local' initiatives encompass:
- investing in local performing artists
- supporting female entrepreneurs through the VW Lionesses Den competition
- funding non-profit organisations
- setting up the temporary medical facility for COVID-19 patients in the Eastern Cape, and
- using technical expertise to manufacture medical equipment, such as ventilators.
In continuing with the 'Drive Local, Support Local' campaign, Volkswagen has launched the 'Little Blue Book' in October 2020 in a bid to support small business in need who might not have big marketing budgets.
The Little Blue Book is a curated online business directory that includes reviews photographs and video content for South Africans to find local businesses that they love and can support.
The campaign will also see several influencers visiting and profiling their favourite neighbourhood businesses. The influencers include:
- Steven Steinfeld
- Seipati Masango
- Lehlohonolo Khumalo
- Zoliswa Mbadu
- Carissa Cupido
- Donovan Goliath, and
- Lebogang Tlokana.
The 'Drive Local, Support Local' campaign aims to encourage South Africans to support businesses that offer homegrown goods and services.
Volkswagen says that its One Horse Town
television commercial, which flighted in June 2020 and kicked off the campaign, speaks to this call-to-action and depicts a story of South African resilience, as the country rebuilds during this time.
For more information, visit www.vwlittlebluebook.co.za
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