Cannes Lions

VW PASSAT BLUEMOTION

GRABARZ & PARTNER, Hamburg / VOLKSWAGEN / 2008

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Presentation Image

Overview

Entries

Credits

Overview

Description

VW belongs to the pioneers when it comes to environmental protection in Germany, in particular because of the innovative technology "BlueMotion". The Passat BlueMotion is the flagship of this series.

We were briefed to develop a direct mail for this model and point out its eco-friendly philosophy.

Execution

Our idea was not just to communicate that this car is better for the environment. We wanted to demonstrate this with a solution which is as eco-friendly as the Passat BlueMotion itself.

In Germany you can design your own individual stamps. We turned them into the world’s smallest direct-mail. The front showed a picture of the car, on the back there was the adress, claim and the website, where we provided all details about the Passat BlueMotion. In cooperation with the German Post these stamps were sent to the target group just like usual letters.

Outcome

After a few days the website’s click rate increased by 22%. And 7% more people got in touch with their local VW-dealer to learn more about the Passat BlueMotion.

Claim: Preserves natural resources. The Passat BlueMotion.

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