Road Rally Highlights Volkswagen’s ‘Green’ Cred - Event Marketer

Road Rally Highlights Volkswagen’s ‘Green’ Cred

DB_VW Wolfsburg_2012 Book
Brand: VOLKSWAGEN
Agency: VOK DAMS
Awards: EX AWARDS — BEST PRESS/MEDIA EVENT
Year: 2012

To build its eco-friendly credibility among media and potential buyers, Volkswagen unveiled the Think Blue Spritsparathon in Germany. The initiative tied back to a global Think Blue campaign which was designed to promote environmentally-friendly behavior among VW customers.

For the Spritsparathon events, the brand challenged the Volkswagen community to send in suggestions for reducing auto-related carbon dioxide emissions. The program was promoted in car magazines like ADAC Motorwelt, via free postcards from CityCards and on the mythinkblue.de website.

Fans submitted more than 2,500 tips for driving to save fuel, which Volkswagen worked with environmental experts to evaluate. Those who submitted the best ideas were invited to one of six regional competitions, where VW showcased fuel-efficient driving and in-depth knowledge about the topic of sustainability. Regional winners qualified to participate in a rally race from Wolfsburg, Germany, where Volkswagen is headquartered, to Berlin. The route included three stops where contestants competed in various game show–style tasks. The results of those events, combined with points for fuel-efficient driving during the rally, produced a winner who took home a VW Golf BlueMotion.

At the end of the rally, Volkswagen elaborated on its sustainability message even further with stands where partners such as the German Nature and Biodiversity Conservation Union provided detailed eco information for attendees, and, of course, test drives of the company’s fuel-efficient Golf BlueMotion model.

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