BLUE DISCLAIMER by Proximity Barcelona for Volkswagen

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BLUE DISCLAIMER

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Industry Cars, Business equipment & services, Environmental & Animal Issues, Corporate Image
Media Direct marketing
Market Spain
Agency Proximity Barcelona
Executive Creative Director Eva Santos
Art Director Miriam Soto
Account Supervisor Germán Guzmán
Released September 2010

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: VOLKSWAGEN
Product/Service: AUTOMOBILES
Agency: CP PROXIMITY
Date of First Appearance: Sep 1 2010
Entrant Company: CP PROXIMITY, Barcelona, SPAIN
Entry URL: http://www.bluedisclaimer.com/en
Executive Creative Director: Eva Santos (CP Proximity)
Account Director: Christian Rabasa (CP Proximity)
Account Supervisor: Germán Guzmán (CP Proximity)
Creative Supervisor: Alba Vence (CP Proximity)
Art Director: Miriam Soto (CP Proximity)
Creative Copywriter: Marc de la Cruz (CP Proximity)
Technical Director: Manel Guilen (CP Proximity)
Front-end Programmer: Ruben Mejías (CP Proximity)
Programming Analyst: Fran Pérez (CP Proximity)
Technical Director: Manel Guilen (CP Proximity)
Business Intelligence Analist: Conchita María (CP Proximity)
Media placement: E-Mail Marketing - Volkswagen Experience - 1 September 2010
Media placement: Website - Volkswagen Experience - 1 September 2010

Describe the brief/objective of the direct campaign.
Since several years ago, Volkswagen promotes its commitment to the environment through its reforestation and CO2 emissions offset initiative, Think Blue, -widely spread through mass media- as part of its social corporate responsibility strategy.

But, what about its employees and partners? Why not involve them as well?

Volkswagen realized they should involve them in this commitment, turning them into change agents and boosters of its philosophy, conveying a simple message to those professional and personal contacts they are in touch with daily. In short: to start preaching by example.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Volkswagen's 352 employees send, on average, 21 email messages per day each, that is, 7,392 people receive their messages.

Why not make it so that each message can contribute to saving a tree?

Blue Disclaimer is an email signature with which they could contribute to saving trees. With each message they sent, they made it possible for themselves and those who installed it to contribute to saving trees.

Not only was the individual attitude changed, but each one contributed to making the Think Blue initiative better known through a simple and everyday gesture: sending an email message.

Explain why the creative execution was relevant to the product or service.
Why not replace a message no one reads with a funny one that can effect change time and again?

When someone replaced their traditional email signature with the Blue Disclaimer, a count of how many emails the person sent started, and they became multipliers of the message so that others would join in. As their messages spread, they were notified of the number of trees they were saving by avoiding an unnecessary waste of paper.

It became clear that to achieve change all it takes is to add up small gestures, such as sending an email with the Blue Disclaimer to save trees.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
This action started with Volkswagen's 352 employees, who made it go viral until 29,216 received an email message with the Blue Disclaimer.

In total, 27% of the people who received the message joined the initiative and downloaded the signature.

6 months after the campaign's launch, 802,782 email messages had already been sent, contributing to the Blue Disclaimer action saving 3,019 trees.