March 2014
Intermediate to advanced
272 pages
4h 37m
English
Volkswagen BlueMotion Roulette
Market
Norway
Descriptor
How to get 50,000 Norwegians excited about fuel consumption!
The challenge
The objective of the campaign was to demonstrate the fuel efficiency of the new Golf BlueMotion. Here the target audience has a strong relationship with the brand built on trust in good products but competition is fierce when it comes to fuel economy. Volkswagen needed to grasp the strongest and most unique feature of the Golf BlueMotion (its low fuel consumption) and turn it into something that people could relate to in a meaningful and memorable way.
A phrase like ‘0.38 litres of diesel per metric mile’ doesn’t make any sense unless it is put into context in a way that engages the consumer. Volkswagen ...
