Awake...The campaign was launched with 1500+ teasers across 20 channels. The highest ever viewed program of the year – the ICC Cricket world cup finals was used as a launch platform, deriving synergies with the Indian team’s blue uniform.

The next day India’s leading dailies were printed in blue colour text.In April 2011, OOH blue zones with energy efficient lights were installed across cities, while Think Blue website and Facebook pages carried carbon foot-print calculators.Inspire…RJ’s hyped the ‘Think Blue’ philosophy by spreading fake news of trees, traffic signals and parrots turning blue. Citizens were polled on how they would make lifestyle changes for a better environment, which got hundreds of responses.

Invoke…To get consumers to act Blue, a cleaning drive was organised in 4 locations in Mumbai, which had a water-logging problem. A VW-citizen-Municipal Corporation initiative this demonstrated first- hand how small acts can make a big difference. Reports were aired on live radio.

•The Think Blue Movement touched 12 million Indians•200,000 page views on the community pages of ‘Think Blue’•400,000 page views were recorded for the Think Blue website •Enquiries for Volkswagen cars with blue motion technology increased by 75%•The Blue Motion Passat surpassed targeted sales The VW brand also benefited:•Volkswagen topped Brand confidence and Brand Sympathy scores at •77% and 74% respectively – Source: VW Brand Track•Score on the innovation parameter for Volkswagen stood at 69% - 19% over the category mean of 58% - Source: VW Brand Track•Volkswagen sales grew 140% in 2011 (compared to 2010)