Volkswagen, Mudra Max ‘Think Blue’ in OOH too

Mudra Max has implemented a high decibel campaign for Volkswagen in Mumbai and Delhi through a mix of digital, experiential, on ground & OOH execution

e4m by exchange4media Staff
Updated: Jan 25, 2012 7:33 AM
Volkswagen, Mudra Max ‘Think Blue’ in OOH too

Mudra Max has implemented a high decibel campaign for Volkswagen in Mumbai and Delhi through a mix of digital, experiential, on ground and OOH execution. The campaign is based on the international template, which tells the story of Volkswagen brand’s evolution as a responsible brand, leveraging the ‘Think Blue’ philosophy.

‘Think Blue’ is a philosophy of the brand’s ecological and sustainable activities that has been designed to promote the brand’s key corporate objective of sustainability and environmental protection. The current initiative aims at strengthening the brand’s footprint ‘Think blue’ philosophy using the opportunity provided by the Delhi Auto Expo 2012.

Mudra Max and Volkswagen installed a replica of the iconic Beetle car, created wholly out of scrap collected from various Think Blue clean-up drives undertaken by Volkswagen at different locations. The ideation saw the team work for 15 days to put together a life-size Beetle made entirely of scrap ranging from discarded mother boards, keyboards, disposed machinery parts, mobile phones, cans, plastic bottles, cassettes, wires and so on.

To maximise impact and reach, the Delhi Airport’s T3 terminal served as the venue to exhibit the Beetle art-piece along with a holistic mix of media elements ranging from a constant running AV on the Think Blue philosophy and the making of the Beetle, a digital set-up which connected the location live to Volkswagen’s microsite and pages on Facebook, cameramen to capture pictures of passersby and giving them away in custom made ‘Think Blue’ photo jackets as mementos, with promoters engaging people to a classic steel plated information kiosk on the heritage of Volkswagen and Think Blue.

Commenting on the OOH campaign, Bishwajeet Samal, Head of Marketing Communication at Volkswagen India, said, “Our aim was to create buzz and drive home the message of ‘Think Blue. Drive Blue’. With Out of Home activations like the Beetle art piece constructed purely out of scrap, branding of a Delhi Metro with the ‘Think Blue.’ message, creating the ugliest billboard in New Delhi from garbage collected from cleanliness drives in New Delhi; our outdoor agency effectively positioned Brand Volkswagen as a responsible automobile manufacturer. We look forward to taking up similar initiatives to further strengthen our ‘Think Blue.’ philosophy in India.”

Speaking on the execution, Vikas Nowal, Vice President, Mudra Max-OOH, said, “We wanted to ensure that the Volkswagen campaign receives equal prominence in the communication across media. Therefore, most often the need of the hour was to create disruptive opportunities for the message to hit home. The Earth Hour activity was probably the simplest yet most relevant introduction to the brand’s commitment to taking care of the environment. The Beetle installation is something we are all extremely proud of achieving, and is the best embodiment of the iconic brand, and the worthy cause it champions. We continue to look at how we can help spread the brand’s message to a wider audience, through unexpected avenues, keeping the innovative spirit alive and kicking.”

Taking the display of the art-piece forward, the Beetle was brought back to Mumbai and is now exhibited at the Mahim causeway.

At the same time, garbage collection drives were initiated, where the trash collected were mounted in cases and put on billboards to spread awareness and to have a more responsible behavior towards the environment.

A concept of ‘Fence branding’ preceded the entire ‘Think blue’ activity. A global template campaign of Volkswagen was rolled out worldwide on December 15, 2011. The primary requisite was continuous running space, which would complement the ‘story telling’ creative of Volkswagen. Huge fences at Inorbit mall, Travelators at Delhi T3 airport, fence branding at the T1 Delhi Airport were taken up. The size of the media was enormous, running up to 700 square feet at one go.

In addition, an entire Delhi Metro train was wrapped with the ‘Think Blue’ story to create greater impact and interest. This was coupled with a block-out media presence across significant stations of the Delhi Metro.

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