Insights, Strategy and the Idea:The objective of the case was to show how fuel efficient the Golf BlueMotion really is. The target audience has a strong relationship with the brand built on trust in good products but the competition is fierce when it comes to fuel economy. We needed to grasp the strongestand most unique feature on the Golf BlueMotion - its low fuel usage - and turn it into something that people could relate to in a memorable way.

To make sense of the product feature (0.38 per metric mile) we turned E6, the Norwegian equivalent to route 66 into a roulette board using google maps and streetview. A TV commercial informed Norway that a Golf BlueMotion would drive northbound from Oslo in 2 weeks. People were invited to place their bet on where the car would run out of fuel. If you placed your bet right - you would win the car. When all bets were placed we headed off north. We broadcasted the cars position, speed and fuel level to more than 50,000 Norwegians following the event live on our campaign site. The car finally came to a halt 1570 kilometresnorth of Oslo, making Knud Hillers the lucky winner. A concluding TV commercial summed up the campaign with total fuel usage, kilometres driven and offcourse the lucky winner.

160,000 people visited bluemotion.no during the campaign (May 1st, –30th). More than 40,000people placed their bet, and almost 50,000 followed the 27 hour long drive from Oslo toNarvik. During the drive, we answered almost 6,000 Facebook posts from eager spectators.