Volkswagen accelerates eco-driving push with 'Bluemobility' campaign

BEIJING - Tribal DDB has launched the ‘Bluemobility' interactive campaign aiming to raise awareness of eco-conscious driving among Volkswagen customers in China.

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VW's 'Think Blue' campaign pushes for green initiatives

The campaign consists of a website and mobile app targeting car drivers who have never tracked their driving behaviour before. It is promoted amongst Volkswagen-owned media channels such as its official website, Kaixin and RenRen social networking pages and the award-winning People’s Car Project website.

Tribal DDB Beijing was tasked to engage Volkswagen's target audience to 'Think blue' - the automaker's worldwide goal of creating environmentally-friendly products and solutions, and contributing to a sustainable future.

In collaboration with Trommsdorff + Druner, Tribal DDB Beijing developed an in-car mobile app to track driving behaviour in real-time and then use the results to economise energy usage. Driving distance, speed, acceleration and deceleration rates can be analysed to determine how eco-conscious the driver is.

“By innovatively linking the ‘Think blue’ spirit with a mobile app, we showed that this is not just an advertising message but a real commitment from the Volkswagen brand", Richard Tan, president of DDB Guoan, said.

Driving tips are also embedded within a 'Save polar bears' mini-game, designed to educate users in an entertaining way. "The campaign is a smart example of what we call social creativity," Tan added.

Volkwagen’s overall objective is to emotionally hook consumers to the brand and help to achieve their personal targets of saving fuel.

With this approach Volkswagen is hoping that "the mix of entertainment and personal advantage will truly engage people to have more eco-conscious behavior,” Oliver Wolter, senior manager of digital marketing, Volkswagen China commented.

Source:

Campaign China