June 17, 2011
Volkswagen Singapore has launched a campaign centred on its philosophy of environmental conservation. “Think Blue.” is a global initiative from Volkswagen and is focused on encouraging eco-friendly behaviour by making it fun. In Singapore, Tribal DDB has together with Volkswagen, created a year-long campaign that will be rolled out in phases.
The campaign, created by Tribal DDB, kick starts with the “Think Blue.” digital engagement website which features the first-ever social media driven virtual road trip integrated with Google Street View, that lets the user invite friends along for the ride.
While educating the masses on the “Think Blue.” philosophy in a fun and interactive way, the website also brings people together on an online social road trip; a carefully planned journey brings the user through various checkpoints with games and interactions along the way to highlight the essence of Think Blue.
Jamie Lee, General Manager of Marketing Communications at Volkswagen Group Singapore said, “The “Think Blue.” initiative is one of great significance and importance to Volkswagen globally. It is an expression of our company’s attitude towards responsibility for the environment. With “Think Blue.” we show that doing your part for the environment need not be a chore and can also be fun. Therefore we have chosen the online platform to launch this initiative. This is just the beginning and the public can look forward to even more “Think Blue.” activities to come.”
Jeff Cheong, Head and Executive Creative Director of Tribal DDB Singapore added, “This is a great example of mashing up technology for greater efficiency. Google developed Street View but its usage does not have to stop at finding directions, it could venture beyond. With some creativity and combination with social networking sites, we created the first virtual road trip that is the closest to real life.”