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Think Blue Website

Think Blue Website | Volkswagen | 515 Creative Shop
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headlinecnen
Das Auto.
basics
Industry: Automotive & Services
Media:Cyber
Market:Germany
Language:English
Style: Minimalism
descriptioncnen
情节
SUMMARY:
Volkswagen aims to be the most environmentally friendly car manufacturer in the world and the leader in innovation. In 2010 they introduced “Think Blue.”, a holistic brand approach and concentrated all eco-sustainable brand activities under this umbrella brand, actively and involving people in this new corporate approach for the first time.

The objectives of Volkswagen’s Think Blue campaign included increasing qualified awareness of the Think Blue concept by 30%, lifting believability and brand fit 10% above industry average, activation of 30% ‘Go to brand’s website’ by the TVC and leadership in ‘environmentally friendly brand’.

Volkswagen chose a new approach in communication style. To put across the holistic approach in an emotionally appealing way, the many different “Think Blue.” topics were transferred into a symphony of sustainability by a hand drawing on sheet music.

The objective of increasing the qualified awareness of the brand attitude “Think Blue” was exceeded by 19% on average across the EU. The TVC was rated more distinct, relevant, engaging and believable than the ads of competitors. It also scored above average in terms of brand appeal and brand fit.

The results also show that the campaign was exceptionally activating and that it triggered a considerable drive to the web. Following the campaign, Volkswagen was perceived by respondents who know “Think Blue“ as the most environmentally friendly car manufacturer
credit
Brand:
Agency:
Other credit:Others/Agency: Grabarz & Partner Werbeagentur GmbH, MetaDesign AG, DDB Tribal Hamburg
Link:http://www.volkswagen.com/thinkblue
awards
EACA Euro Effies 2012
Silver Automotive
Volkswagen
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