VW Bluemotion: Petrol Receipt

Credits:

Type of Entry: Use of Media
Category: Ambient Media
Title: BLUEMOTION PETROL RECEIPT
Advertiser/Client: VOLKSWAGEN
Product/Service: POLO BLUEMOTION
Entrant Company: DDB GERMANY HAMBURG, GERMANY
DM/Advertising Agency: DDB GERMANY HAMBURG, GERMANY
Creative Credits
Name Company Position
Martin Drust/Hartmut Kozok DDB Germany/Hamburg Executive Creative Directors
Thomas Bober DDB Germany/Hamburg Creative Director
Björn Münnich DDB Germany/Hamburg Copywriter
Tino Langbein/Janis Zinke DDB Germany/Hamburg Art Directors
Mirco Lange/Thomas Siebenhüner DDB Germany/Hamburg Client Consultants
Lars Fischer DDB Germany/Hamburg Film
Details
Describe the brief from the client:
Raising the profile of Volkswagen's BlueMotion models. Positioning them as exceptionally economical and environmentally friendly vehicles. Assisting sales.
Creative Execution:
We make use of a medium at BFT filling stations that does not cost anything and still precisely places our message in the hands of every motorist: The receipt for the petrol. The cashier system automatically divides the number of litres put in the tank by the average consumption of a Polo BlueMotion. The statement is simple: With a BlueMotion model from Volkswagen you would now drive considerably further than with your own vehicle.
Describe the creative solution to the brief/objective.
Driving is particularly not much fun for motorists at one point in time: When they pay the bill at the filling station. We make use of this regularly recurring event with a high potential for frustration into our idea to score for our message.
Describe the results in as much detail as possible.
- 12,459 hits on the site; - 237 online dealer contact enquiries; - 262 orders for BlueMotion brochures initiated via the petrol receipt.