VOLKSWAGEN THINK BLUE LAUNCH
Eco-friendly, green cars were perceived to be boring and unexciting to drive. But Volkswagen believed that drivers can have the best of both worlds - efficient cars that are fun to drive. That is Think Blue - Volkswagen's unique environmentalism platform that positioned their cars as being eco-friendly without compromising performance or driving pleasure.
The task was to launch the Think Blue platform in Singapore and to minimise the carbon footprint of the campaign, the launch took place online. The result was a highly interactive and entertaining site that featured a Google Maps-enabled Road Trip, HTML5 games, social media connectivity and some good old storytelling. The World Of Think Blue website was awarded the FWA Site Of The Day for 23 November 2011 and featured in Communication Arts Webpick Of The Week.
LANDING PAGE
GOOGLE MAPS ROAD TRIP & GAMES
Singaporeans got to experience the eco-friendly yet fun-to-drive VW car models on a virtual road trip via Google Maps. They could plot their driving route and invite three Facebook friends along for the ride. The virtual road trip around Singapore was enabled by a blend of shot footage and the Google Maps API. Interactive games and challenges were included in the virtual road trip to showcase the performance and eco-friendly features of VW cars.
Here's a walkthrough video of the website's Google Maps road trip:
THINK BLUE TALES
Besides an interactive experience, the client wanted to include drivers' testimonials on the website. So we approached backseat drivers to hear what they have to say about Volkswagen cars and the charming Think Blue Tales were born. Watch one here:
INTERNAL MANIFESTO ADS
In addition to the consumer-facing campaign, the client requested for a series of manifesto ads that could be placed in their Singapore office to educate Volkswagen employees here about Think Blue. Staying true to the eco-philosophy of Think Blue, these manifesto posters weren't printed on paper. Actual magazine letter cut-outs were pasted on old newspapers, real chalkboards were used and letter keys were plucked out of used keyboards.
