Volkswagen Singapore's green campaign from Tribal DDB

The 'Think blue' campaign is a global initiative. VW worked together with Tribal DDB to kick-start the campaign in Singapore. It features the first-ever social media driven virtual road trip that allows users to invite their friends along for the ride, by using several of Google's open API like Maps and Street View, together with Facebook and Twitter.

A carefully planned journey brings the user through various checkpoints with games and interactions along the way to highlight the essence of the ‘Think blue’ campaign.

During the virtual road trip, users are given options to choose a Volkswagen car, plan a route, and pick three Facebook friends to take along with them across the sunny island of Singapore. With the technological mashup, users can document their journey; mark checkpoints with a personalised message and the whole experience is compiled into a downloadable map, complete with a customised license plate and 'photo' of the user and his or her road trip buddies.

Users will also get to sample a unique multi-windowed gaming experience made possible by HTML 5. Conceived as fuel challenges, these games teach users how to ‘think blue’, while entertaining them with simple yet fun game mechanics. Users who ace all the fuel challenges even stand a chance to win a Volkswagen weekend drive.

Users can sign up for Volkswagen’s Eco-driving Programme through the website and learn fuel-efficient driving techniques from Volkswagen-certified driving instructors.

Beside that, users can learn more about the Volkswagen technologies that support the ‘Think blue’ campaign. To inject some fun, Tribal DDB took to the idea of getting a child’s perspective and the immensely charming ‘Think blue.tales’ were born, where users will hear a kid’s take on Volkswagen cars and technologies. In the days ahead, users can also expect to hear ‘Think blue.tales’ on national TV and radio.

Jamie Lee, general manager of marketing communications at Volkswagen Group Singapore, said, “The ‘Think blue' initiative is one of great significance and importance to Volkswagen globally. It is an expression of our company’s attitude towards responsibility for the environment. With ‘Think blue’, we show that doing your part for the environment need not be a chore and can also be fun. Therefore we have chosen the online platform to launch this initiative. This is just the beginning and the public can look forward to even more ‘Think blue' activities to come.”  

Jeff Cheong, head and executive creative director of Tribal DDB Singapore, described it as a great example of mashing up technology for greater efficiency. He said that Google developed Street View but its usage does not have to stop at finding directions, it could venture beyond.

"With some creativity and combination with social networking sites, we created the first virtual road trip that is the closest to real life,” said Cheong.

In addition, Tribal DDB joined in by crafting educational posters by hand using recycled materials. These eye-catching handicraft posters now adorn the walls of Volkswagen’s corporate office.