PASSAT ECOFUEL VS HUMAN EMISSIONS by DDB Stockholm for Volkswagen

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PASSAT ECOFUEL VS HUMAN EMISSIONS

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Industry Cars
Media Promo & PR, Case study
Market Sweden
Agency DDB Stockholm
Creative Director Andreas Dahlqvist
Art Director Fredrik Lund, Simon Higby
Copywriter Linus Östholm, Martin Lundgren
Released March 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: VOLKSWAGEN SWEDEN
Product/Service: PASSAT ECOFUEL
Agency: DDB STOCKHOLM
Date of First Appearance: Mar 16 2009 12:00AM
Entrant Company: DDB STOCKHOLM, SWEDEN
Entry URL: http://www.jazzcalculator.com/
Client Director: Lars Axelsson (DDB Stockholm)
Account Director: Martin Larsson (DDB Stockholm)
Planner: Jerker Fagerström (DDB Stockholm)
Planner: Cecilia Cederlid (DDB Stockholm)
Creative Director: Andreas Dahlqvist (DDB Stockholm)
Copywriter: Martin Lundgren (DDB Stockholm)
Art Director: Simon Higby (DDB Stockholm)
Web Director: Simon Mogren (DDB Stockholm)
Web Producer: Jenny Olsson (DDB Stockholm)
: Magnus Svensson (FSWL)
: David Wahlgren (FSWL)
Radio producer: Lotta Wicknertz (Flickorna Larsson)
Account Manager: Barbro Långjuth (DDB Stockholm)
Copywriter: Linus Östholm (DDB Stockholm)
Art Director: Fredrik Lund (DDB Stockholm)
Graphic designer: Niklas Andersson (DDB Stockholm)
Web Producer: Pontus Kindblad (DDB Stockholm)
Web Designer: Karl-Johan Vogelius (DDB Stockholm)
Media placement: The Jazz Calculator - Web - 16/03/2009
Media placement: Print - Newspaper - 15/05/2009
Media placement: Radio - Radio/Spotify - 01/06/2009
Media placement: Outdoors - Outdoor Posters - 01/09/2009
Media placement: IPhone App - Web - 01/09/2009
Media placement: DR - Mail - 01/09/2009

Results and Effectiveness
Volkswagen beat its sales goals for the Passat EcoFuel by 40%, despite a shrinking car market. The Passat EcoFuel is now Sweden’s most sold eco car.

Creative Execution
The campaign included a digital application – the Jazz calculator – that recalculated the emissions from travelling a certain route in Sweden with the Passat EcoFuel into the equivalent emissions from a small jazz band, and converted this into a playlist of jazz on the music network Spotify. Long copy advertising about irrelevant subjects (recipes, mushroom biology) that piqued the curiosity of consumers were made to match a certain number of breaths from the consumer, equivalent to the emissions of the Passat EcoFuel. An iPhone app was made, that calculated the CO2 in your breath and matched it to the Passat Ecofuel’s. And finally, direct mail solutions containing blue balloons were sent to consumers – when inflated, the balloons showed the text “This balloon contains as much CO2 as the emissions from a Passat Ecofuel per kilometre.”)

Insights, Strategy & the Idea
Challenge - Getting people to discover the environmental range of Volkswagen. - Tapping into a growing market for eco cars, when Volkswagen lacked awareness and credibility as an eco car. - Driving sales of the Passat EcoFuel. Insight & Idea The insight was that environmental information around cars was very technical and hard to grasp for the consumer. The idea was showing how little carbon dioxide was emitted by the Passat Ecofuel by using the most accessible comparison possible – the human breath. The campaign used many mediums – from direct to digital – to show how little the Passat EcoFuel released when put into terms of the human breath. Some examples used included the breathing emissions of a jazz band, the breaths required to read a long text, the breath required to inflate a balloon and iPhone app that calculated how much your breath corresponded to in terms of emissions from a Passat Ecofuel.