| Title | Petrol Receipt |
| Agency |
DDB Hamburg
|
| Campaign |
Petrol Receipt
|
| Advertiser |
Volkswagen
|
| Brand |
Polo Blue Motion
|
| Posted | June 2009 |
| Business Sector | Cars
|
| Story | The Volkswagen BlueMotion models are vehicles specially designed to be economical with a combination of low-consumption technology and a dynamic drive. 'BlueMotion' is the answer to the rising costs of fuel, increased CO2 emissions and the environmental consumer awareness related to this. |
| Philosophy | We make use of a medium at bft filling stations that does not cost anything and still precisely places our message in the hands of every motorist: the receipt for the petrol. The cashier system automatically divides the number of litres put in the tank by the average consumption of a Polo BlueMotion. The statement is simple: with a BlueMotion model from Volkswagen you would now drive considerably further than with your own vehicle. Driving is not particularly much fun for motorists at one point in time: when they pay the bill at the filling station. We make use of this regularly recurring event with a high potential for frustration into our idea to score for our message. |
| Problem | The increasing CO2 emissions and the global warming effect due to this as well as the financial crisis are the contents of a large proportion of reports in the media. Sensitised to these topics, the consumer is tending to move with interest and more and more towards energy and cost-saving concepts. With the BlueMotion series, pioneer Volkswagen is precisely meeting these current and future-specific requirements. |
| Result | The goal of the measure was to reach the target group at the right time in an unusual manner. The positive surprise moment draws attention to the BlueMotion models, anchors these as particularly economical in the consumer's mind and thus generates qualitative leads. - 12,459 hits on the site. - 237 online dealer contact enquiries. - 262 orders for BlueMotion brochures initiated via the petrol receipt. |
| Media Type |
Case Study
|
| Executive Creative Director |
Hartmut Kozok
|
| Executive Creative Director |
Martin Drust
|
| Creative Director |
Thomas Bober
|
| Copywriter |
Bjoern Muennich
|
| Art Director |
Tino Langbein
|
| Art Director |
Janis Zinke
|
| Client Consulting |
Mirco Lange
|
| Client Consulting |
Thomas Siebenhuener
|
| Motion Designer |
Lars Fischer
|
