Cannes Lions

VOLKSWAGEN THINK BLUE. ECO PROGRAM

NAVIGATOR DDB, Moscow / VOLKSWAGEN / 2015

Awards:

1 Shortlisted Cannes Lions
Case Film
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Overview

Entries

Credits

Overview

Description

In 2015 Volkswagen Think Blue created a vending machine that doesn’t accept banknotes or coins, it only accepts batteries.

We call it The Think Machine.

Execution

The campaign got a lot of earned media both local and global: Channel 1 Russia, Euronews, TV3 russia, Moscow 24 TV channels. Metro, PSFK, W&V magazines and many others

Outcome

1.The first Think Machine launched, collected 8000 batteries in just a month (vs 1000 batteries as an average per month in Russia)

2.All these batteries were transported to recycling factory in Chelyabinsk city

3.The campaign got a lot of earned media both local and global

4.After getting the publicity,we received many investment offers which already leaded to 50 machines to be installed by 2 major retail chains across Russia

5.We also got interest from Volkswagen dealers in eastern Europe and are negotiating the Think Machines to be installed there as well

6.The campaign has raised the issue among eco officials in Russia,who are now aware that there is only one recycling factory in the whole country and there is no process of delivering the batteries there

7.Our main target for next year is to install as many Think Machines as possible,to build the process of delivering batteries to the factory

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