06 August 2011 ~ 0 Comments

Volkswagen starts new ‘Think
Blue’ sustainable mobility campaign

On 5 August, Volkswagen launched the latest take on its ‘Think Blue’ campaign, highlighting the benefits of sustainable mobility. Featuring media for print, online and TV, the latest initiatives follow the company’s ‘Think Blue’ website launch back in May. As well as promoting VW’s latest efficient vehicles and ranges, the site also gives tips on saving fuel, and information on the various global ‘Think Blue’ projects. The Australian 1-litre Challenge for example sets out to see which drivers can extract the most miles from a Polo TDI.

‘We have set ourselves the ambitious target of becoming the greenest automaker. Our products and the “Think Blue” campaign demonstrate we have what it takes to achieve that,’ Luca de Meo, Director of Marketing, Volkswagen Group and the Volkswagen Passenger Cars brand, explained. With ‘Think Blue’, Volkswagen is addressing how individual mobility and sustainable action can be harmonised, including eco-friendly products as well as resource-efficient production methods. The TV commercial (above) creates a symphony on sustainability using the unusual presentation technique of ‘music painting’. The 60-second spot tells the story of fuel efficiency at Volkswagen, from ‘Think Small’ to ‘Think Blue.’

Volkswagen states that the name ‘Think Blue’ picks up the thread of the legendary ‘Think Small’ advertising slogan of the famous 1960s campaign which highlighted the way the Volkswagen Beetle democratised mobility, most notably in the US. Going forward, Volkswagen intends to maintain its pioneering role of making efficient and sustainable mobility accessible to everyone. That includes environmental developments such as the fuel-saving BlueMotion Technologies and electro-mobility as well as new mobility concepts. Above all, though, the German company says that the ‘Think Blue’ campaign is primarily about joining up with customers and everyone else interested in a change of mindset towards sustainable mobility.

[Source: Volkswagen]

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