MTN MoMo Launches Additional Services To Help SA During Challenging Times

MTN’s Mobile Money solution, MoMo, has launched some new functionalities aimed at assisting South Africans during challenging economic times. These include the new food...

Latest Posts

SA’s Digital Heritage: Keeping Us Globally Relevant

South Africa’s heritage is not just physical. It is intimately part of the digital world. Digital connectively can enhance the value of that heritage,...

How is Huawei Powering Digital Inclusion with Technology in Africa?

Huawei believes that no one should be left behind in the digital world, so the Chinese telecoms giant developed TECH4ALL. TECH4ALL is a long-term, digital...

Uber Eats Releases South Africa’s Most Loved Traditional Orders

The term local is lekker always rings true in a country as diverse as South Africa, where one is always guaranteed a taste extravaganza....

2021 BMW M3 Competition Sedan and M4 Competition Coupe Revealed

BMW has finally revealed its new M3 and M4 Coupe models that are likely to launch locally towards the middle of 2021. South Africans are...

Audi and Wayde van Niekerk Release an Inspiring #Lane8 Campaign

Audi has utilised its brand partnership with South African Olympic runner and world record holder, Wayde van Niekerk, in a brand campaign which is titled #Lane8. The brand campaign is driven on social media and centres on Wayde’s historic victory at the 2016 Olympic Games in Brazil, where he broke a 17 year old world record in the 400 metre sprint, from the eighth lane.

The #Lane8 campaign is aimed at inspiring South Africans to strive for greatness and to overcome doubt and hardship no matter the challenge faced.

The main video, which is part of this campaign is an emotional account of how one can defy the odds, with a positive mindset and a resilient attitude, using the metaphorical link to Wayde’s personal life story and sporting success in athletics.

Considering the personal and professional challenges faced by many South Africans today, the campaign message strives to inspire and motivate us as we move forward amidst the effects and impact of a global pandemic.

“I believe that anyone can be a champion of their own progress. No matter your background, history or current circumstance, if you can bravely adopt a fearlessly optimistic belief, your purpose and will to progress is unstoppable. We are not defined by our challenges but by how we rise above it to succeed,” explains Wayde van Niekerk.

Wayde is acknowledged as one of the most inspirational South Africans of his generation and a home-grown world champion. He was the first athlete to run the 100 metres in less than 10 seconds, the 200 metres in under 20 seconds and 400 metres in under 44 seconds.

His historic win in the 400 metres final at the 2016 Olympic Games, not only broke a world record that had stood for 17 years, but it also marked the first time that an athlete had won an Olympic race, starting from the eighth lane.

Due to the staggered start in track and field events, athletes starting from the eighth lane are at a disadvantage, often with no view of their competitors until the last sprint. This makes it difficult to pace yourself or gauge your closest competitor.

Wayde van Niekerk
Wayde van Niekerk

Following his world-record feat, Wayde sustained an anterior cruciate ligament injury during 2017 and has spent a long period in rehabilitation before returning to competitive running this year, with an eye on next year’s Olympic Games in Japan.

“Despite the many challenges that he has faced, Wayde has never let his circumstances hold him back,” said Tarryn Knight, Head of Marketing and Product at Audi South Africa.

“He exemplifies performance, bravery, resilience and progress, which resonates with our brand values of Vorsprung. We are proud to have partnered with him on the #Lane8 campaign and excited to share a heart-warming, local content piece with South Africa,” concluded Knight.

Latest Posts

SA’s Digital Heritage: Keeping Us Globally Relevant

South Africa’s heritage is not just physical. It is intimately part of the digital world. Digital connectively can enhance the value of that heritage,...

How is Huawei Powering Digital Inclusion with Technology in Africa?

Huawei believes that no one should be left behind in the digital world, so the Chinese telecoms giant developed TECH4ALL. TECH4ALL is a long-term, digital...

Uber Eats Releases South Africa’s Most Loved Traditional Orders

The term local is lekker always rings true in a country as diverse as South Africa, where one is always guaranteed a taste extravaganza....

2021 BMW M3 Competition Sedan and M4 Competition Coupe Revealed

BMW has finally revealed its new M3 and M4 Coupe models that are likely to launch locally towards the middle of 2021. South Africans are...

Don't Miss

Avon Disrupts the Norms to Create Addictive, Rebellious & Fierce “Far Away Rebel & Diva”

Avon breaks all the rules with Far Away Rebel & Diva. The new launch is the next step in the glamorous bold journey of...

Investec Says Union Must Seek Answers For Phantom Shares from Cell C

Investec has told the Information Communication Technology Union (ICTU) to direct its questions about the Believe Phantom Option Share Scheme for Cell C workers to the...

Union Asks If Blue Label Telecoms Is Using Cell C as a ‘Piggy Bank’

The Information Communication Technology Union (ICTU) wants Blue Label Telecoms to explain how the JSE-listed company can zero rate its stake in Cell C...

Workers at Cell C Want Investec to Explain ‘Sudden Devaluing’ of their Share Scheme

The Information Communication Technology Union (ICTU) has asked Investec to explain the ‘devaluing’ of the "Believe Phantom Option Shares Scheme (Believe Share Scheme)" awarded to Cell...

Spotify’s Discover Weekly Playlists Now Sponsored by Telkom South Africa

Global streaming service Spotify is announcing Telkom South Africa as the first local sponsor of the Discover Weekly playlists for South African users. These sponsorship...

Stay in touch

To be updated with all the latest news, offers and special announcements.