BLUE MOBILITY

TitleBLUE MOBILITY
BrandVOLKSWAGEN
Product / ServiceTHINK BLUE.
CategoryA02. Mobile Applications and other Downloadable Tools
EntrantTRIBAL DDB WORLDWIDE Beijing , CHINA
Entrant Company:TRIBAL DDB WORLDWIDE Beijing, CHINA
Advertising Agency:TRIBAL DDB WORLDWIDE Beijing, CHINA

Credits

Name Company Position
Tim Cheng Tribal Ddb Beijing Executive Creative Director
Teng Chuen Swee Tribal Ddb Shanghai Art Director
Eggie Huang Tribal Ddb Shanghai Copywriter
Dickson Mok Tribal Ddb Beijing Group Account Director
Herbert Law Tribal Ddb Beijing Account Director
Cicely Cao Tribal Ddb Shanghai Account Manager
Lothar Li Tribal Ddb Shanghai Project Manager
Philipp Lehmkuhl Td Marketing Consultants (Beijing) App Development Partner

Brief Explanation

Take the Brief: In 2010, motor vehicles coughed up 52.2 million tons of pollutants into China’s air; Volkswagen wanted to play their part. They came to us for an awareness campaign to let drivers know how they can reduce their carbon footprint. Make the Brief: For us, awareness wasn’t enough. We were passionate about the issue of air pollution because it affected our lives personally. We weren’t going to just raise awareness; we were going to change behavior. How about creating a mobile application that does the measuring for us? The Insights - Save Me, Not Trees: While Chinese people view the environment as an important issue, it ranks number ten after such basics as housing and medical care. The Chinese may not be interested in saving the planet, but they sure are motivated to save some money. Our Task: Create a mobile app that’s fun to use, saves you money and plays its part in reducing carbon emissions, i.e., changes behavior. Our Three Principles of Behavior Change: 1) Make it instant: People change when change has an effect. We decide to develop the first in-car mobile app in China to track driving behavior in real-time. It analyzes your behavior, gives you tips on how to change and shows you how much you save on fuel. 2) Make it social: People change when others change. We develop the app such that you can share your scores on social networks with friends and challenge them to see who saves more. 3) Make it fun: People change when changing is fun. Rather than use scare tactics to get people to change their behavior, we use care tactics instead. We choose to use an adorable, approachable polar bear to attract drivers to download the app, have fun and create a bond. The Result: a) Downloads: 1.1 million downloads or eight times more than expected. b) Usage: Over 1.8 million kilometers were driven using the App. More than 45 times around the world. c) Savings: Based on tracking results, participants drove a total of 1.8 million kilometers using the application which translated to using 5% less fuel. d) Social: Over 220,000 comments and shares occurred through social networks. e) Awarded: The Blue Mobility mobile app was awarded Mobile of the Day (MOTD) by the FWA on 12th Jun 2012.

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