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,...