Title | VOLKSWAGEN THINK BLUE |
Brand | VOLKSWAGEN |
Product / Service | VW PASSAT |
Entrant | MEDIACOM Mumbai, INDIA |
Entrant Company: | MEDIACOM Mumbai, INDIA |
Advertising Agency: | MEDIACOM Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Ashwini Kamat | Mediacom | General Manager |
Deepa Jatkar | Mediacom | Sr. Business Director |
Latish Nair | Mediacom | Business Director |
Girish Vyas | Mediacom | Investment Director |
Pradeepan Pacha | Mediacom | Investment Director |
Zarius Captain | Mediacom | Business Manager |
Aatika Ansari | Mediacom | Business Manager |
Sarath Nair | Mediacom | Business Manager |
Rohan Jadhav | Mediacom | Business Executive |
Shridhar Surve | Mediacom | Implementation Manager |
Alex Anthony | Mediacom | Implementation Manager |
Padmaraj Krishnankutty | Mediacom | Implementation Manager |
Ankita Derasaria | Mediacom | Management Tarinee |
Shraddha Goje | Mediacom | Management Tarinee |
Pooja Patil | Mediacom | Graduate Trainee |
Globally Volkswagen was propagating its ‘Think Blue’ philosophy; referring to the environment friendly technology which reduced carbon emissions in VW cars. This campaign was being rolled out in India in early 2011, with a target of selling 1200 Blue Motion Passat cars. The environment friendly proposition had become over-used in the Indian market - Consumers had started looking upon these claims with skepticism and disbelief. How could we convince Indians that this brand was serious about making a difference to the planet and that the ‘Blue motion’ Passat did make a difference to the environment? Our insight : While Indians love to discuss/debate about environmental issues, they weren’t sure what they could actually do to make a difference. The idea: Walk the talk with Volkswagen Think Blue. No debates, no preaching, no gimmicks – just simple acts in your daily life to tell you how you can make a difference.
Thousands of consumers signed up on the website, Facebook & pledged to “Think Blue” through radio channels. In one evening and one day, the Think Blue philosophy was established in India. Volkswagen was seen as a responsible and action-oriented and environment-friendly company by Indians. 836% jump in sales post the campaign. And yes, we sold all Blue Motion Passat cars!
The Think Blue philosophy was established in a day while remaining campaign focused on “Acting Blue”. Post teasers on 20 TV channels, TVC was launched on Cricket-World-Cup finals; most watched Indian television event in 2011 where India won & synergies were drawn from blue color of Indian team’s uniform. Next day, 4.4 million copies of two largest read English newspapers were printed in blue-color-fonts – to celebrate Indian victory. Printed on recycled paper – they subtly established 'Think Blue' commitment. Facebook page and thinkblue.co.in website were launched; RJs made listeners sit up, talk about Think Blue through “turning blue” pranks. After this it was time to “Act Blue”: citizens voted for “Blue” initiative which would make a difference to their lives. Volkswagen helped implement initiatives like a clean-up drive to prevent water clogging in Mumbai. This activity was supported on media through radio and PR initiatives; word of mouth!