The Campaign

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.

Success of the Campaign

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!

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

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!