Cannes Lions

CORPORATE STRATEGY

CP PROXIMITY, Barcelona / VOLKSWAGEN / 2011

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Overview

Entries

Credits

Overview

Execution

Volkswagen's 352 employees send, on average, 21 email messages per day each. That is, 7,392 people receive their messages.Why not make it so that each message can contribute to saving a tree?Blue Disclaimer is an email signature with which they could contribute to saving trees. With each message they sent, they made it possible for themselves and those who installed it to contribute to saving trees.Not only was the individual attitude changed, but each one contributed to making the Think Blue initiative better known through a simple and everyday gesture: sending an email message.

Outcome

This action started with Volkswagen's 352 employees, who made it go viral until 29,216 received an email message with the Blue Disclaimer.In total, 27% of the people who received the message joined the initiative and downloaded the signature.6 months after the campaign's launch, 802,782 email messages had already been sent, contributing to the Blue Disclaimer action saving 3,019 trees.

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