Volkswagen Promo, Case study BLUE MOTION CENSOR by Mediacom Berlin

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Industry Cars, Automotive products, services and accessories
Media Promo & PR, Case study
Market Germany
Agency Mediacom Berlin
Released April 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: VOLKSWAGEN
Date of First Appearance: Apr 6 2010
Entrant Company: MEDIACOM GERMANY, Düsseldorf, GERMANY
Group Head Planning: Christoph Sura (MediaCom)
Group Head, Out of Home: Andreas Michelbrink (Kinetic / Magic Poster)
Consultant: Britt Neumann (Grabarz & Partner)
Media placement: City Light Poster - Inner Cities: Berlin, Wolfsburg Etc. - 06.04.2010

Insights, Strategy & the Idea
Do you know these situations? You are switching on the light although it is bright enough! Or you open the window while the heater is running at full capacity! Most people are concerned about environmental problems and are trying to contribute their part for a clean future. However, daily patterns usually still hinder our goal to save energy. These patterns happen unconsciously, but automatically bring along a waste of energy. On the basis of these insights we developed an advertising medium which makes the energy usage visible to the consumers and most importantly only uses energy when it’s needed – just like the Start-Stopp-System of the Golf BlueMotion®.

Ecological awareness is growing and car drivers have a vast interest in eco-friendly products. Thus the objective of the campaign was to show that VOLKSWAGEN supports this trend and to underline their positioning as an innovative and eco-friendly company.

Creative Execution
In order to illustrate the Start-Stopp-System, a new sensor technology was installed into classical City Light Posters. This sensor technology activated the poster’s Illumination only when a movement was recorded close to the CLP (radius 2 meters) and made the slogan of the poster “Uses energy only when needed” visible. By using this method we were able to illustrate the concept of the Start-Stopp-System of the Golf BlueMotion® to our target group in an easy and understandable way.

56 CLP locations in 11 cities were being equipped with this sensor technology. 42 of the CLP locations offered an additional Bluetooth technology, enabling the target group to download additional features onto their cell phone, such as fuel saving tips or a driving game. Thus we activated our target group to interact with the CLPs and gave them useful hints on how to get rid of these energy wasting daily patterns.

Results and Effectiveness
VOLKSWAGEN was the first company to use the sensor CLP technology, highlighting their position as an innovation leader. By using sensor CLPs, Volkswagen was able to generate awareness and interaction with the Golf BlueMotion® target group and made clear that the Start-Stopp-System of the new Golf BlueMotion only uses energy when it is needed. Besides, the additional Bluetooth technology was heavily used, leading to a total download rate of 25’651. Over the campaign period this results in an average download rate per day of 44. Compared to the benchmark of 25 downloads per day, this was an impressive result.