03 March 2010 ~ 0 Comments

A signal for the environment: Volkswagen launches ‘Think Blue’ campaign

Environmental protection is the top priority for Volkswagen: new campaign for efficient driving and environmental awareness

Volkswagen launched its new ‘Think Blue’ campaign on 27 February, using and building on its BlueMotion tag for its greenest and lowest-polluting models. The company says that ‘protecting the environment is simple and everyone can help in their everyday lives,’ and that along with BlueMotion, it is ‘sending out a new signal for sustainable mobility.’ Marketing puff maybe, but the newest incarnation of the Polo BlueMotion is set to play a major part in the Think Blue marketing campaign.

Fielding press and TV advertisements, brochures, web specials and the Think Blue Challenge game for both the iPhone and iPod Touch, all the marketing strands feature a focus on potential savings, sustainability and environmental awareness. The popular interactive Volkswagen Polo Challenge game for example, seems to have been adapted to become the Think Blue Challenge app, where gamers drive more environmentally to use less fuel. In all materials for the campaign, the predominant colour is – ironically for a green campaign – blue, again underpinning the BlueMotion philosophy. The company’s goal is to establish Think Blue as an expression of its corporate mindset and a firm feature of its ecologically sustainable activities.

Linking its future with its past, Volkswagen is pillaging its archives to come up with the launch advertisement, featuring the infamous ‘Think Small’ strapline, which trumpeted the international success of the Beetle in the 1960s. ‘The “Think Small” slogan symbolises Volkswagen’s achievement in democratising mobility the world over. The challenge of the future lies in achieving efficient and sustainable mobility for everyone. This is expressed by the campaign: “Think Small” has become “Think Blue”,’ Luca de Meo, Head of Marketing at Volkswagen Passenger Cars explains.

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