| Title | BlueMotion Roulette |
| Agency | Try Reklamebyrå |
| Campaign | BlueMotion Roulette |
| Advertiser | Volkswagen |
| Brand | Volkswagen |
| Date of First Broadcast/Publication | 2011 / 6 |
| Business Sector | Cars |
| Tagline | The BlueMotion Roulette |
| Philosophy | We turned E6, the Norwegian equivalent to Route 66, into a roulette board using Google maps and StreetView. We then asked Norway to place their bets on how far a Golf BlueMotion could run on a single tank of fuel. If the car car stopped on your spot, it would be yours. Advertising Agency: Try/Apt, Oslo, NorwayArt Directors: Markus Lind, Thorbjørn RuudCopywriters: Anders Holm, Petter Bryde, Sebastian Prestø, Eva SannumFlash: Knut Skåla, Emil JonssonDeveloper: Anders Stalheim ØfsdahlAccount managers: Ole Hustad, Morten PolmarProject managers: Cecilie Fasbender, Cathrine WennerstenSound: Plan83D: GimpvillePublished: August 2011 |
| Problem | The main benefit of the new Golf BlueMotion is the low fuel-consumption, a mere 0,38 liters of diesel per metric mile. Now, that might be impressive, but it’s not a very sticky piece of information. We needed something that would turn 0,38 into something important, concrete and memorable. |
| Result | Close to 50 000 Norwegians placed their bets, and roughly the same number of people visited the campaign site at the day of the drive. If Norway was as big as America, that would translate to 3 million people watching a seemingly ordinary car driving for 27 hours. More than 6000 posts were written on BlueMotions Facebook page the same day.The average player thought we could get around 1300 km out of our Golf Blue Motion. They were far to pessimistic. The car kept going, until it finally came to a hault 1570 km north of Oslo. That’s roughly the distance from Oslo to Paris, which in turn is a lot more memorable than 0,38. |
| Media Type | Digital |
| Soundtrack | Plan8 |
| Copywriter | Eva Sannum |
| Copywriter | Sebastian Prestø |
| Copywriter | Anders Holm |
| Art Director | Markus Lind |
| Creative Director | Petter Bryde |
| Creative Director | thorbjørn ruud |