Volkswagen Sweden: The fun theory

Volkswagen faced the challenge of launching its BlueMotion Technologies in Sweden at a time when the eco car market was already well established, compounded by low consumer awareness of VW's credentials as an eco-innovator.

Volkswagen Sweden: The fun theory

DDB Stockholm

SUMMARY

Our challenge was to launch Volkswagen’s BlueMotion Technologies when the eco car market was already booming and Volkswagen was not an established eco car brand with a very low awareness. The question we asked was how could we interest people in a new eco car line when most people saw it as “more of the same”, and how could we get across the innovative thinking of VW?

Our insight was that VW made it easier to choose an eco car by making them more fun. We wanted to spread this innovative thought,...

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