We challenged two of South Africa's top music talents, hip-hop artist, Kwesta Dakar, and music producer, Ross Dabone, to score an original track. Using the car. In one night. Live.

We turned downtown Johannesburg into the world’s biggest set of virtual instruments, and placed a geotag on each sound.

We then fitted the Polo Beats with tech, which enabled them to discover each sound through GPS.

When the car approached a sound, it automatically downloaded onto Ross’ laptop where he could engineer it, either through his Launchpad or through the movement of the car.

While Ross built the track, Kwesta was able to freestyle the lyrics, pulling inspiration from the streets. Further inspiration came from his fans through a Facebook Live feed. A platform that offered a constant stream of lyrical ideas in real time.

Their experience was filmed and turned into a music video.

Prior to the shoot, the public were informed about the challenge set by Volkswagen for Kwesta and Ross through Volkswagen's website. It was also communicated through Volkswagen's and Kwesta's social media accounts.

We also teamed up with a popular Johannesburg radio station, Yfm, to help us promote the campaign, and gave them exclusive rights to air the track for the first time.

On the day of the shoot, Kwesta and Ross did a Facebook Live feed, which gave viewers an opportunity to get a closer look at the car's features, as well as the artist's challenge at hand. During the Live feed, Kwesta asked his fans to send in their lyrics to help him create the track.

Total ROI for campaign = over 10-1 return on investment.

Over 1.17 million video views were generated on Facebook and YouTube.

The song reached over 4.47 million listeners across various national radio stations.

The Live feed video recorded a total of 167 000 views, while recording an engagement rate of 14.2%, 468% above the industry benchmark of 2.5%.

The average cost per view was recorded at R0.74 ($0.06)

Cost per click on Facebook was recorded at R1.74 ($0.13). 78% less than the industry benchmark/target of R8 ($0.60). This is almost 10 times better than the average CPC benchmark.