Volkswagen accelerates eco-driving push with 'Bluemobility' campaign

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.

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.