Volkswagen starts new “Think Blue.” campaign

Volkswagen is rolling out a new campaign under its “Think Blue.” initiative. Starting on August 5, the company will be launching a TV spot plus print ads in Germany to transmit its message about sustainable mobility and provide inspiration for individual, eco-friendly action. “‘Think Blue.’ forms part of our efforts to convey this message and to motivate people to join in. We have set ourselves the ambitious target of becoming the greenest automaker. Our products and this campaign demonstrate we have what it takes to achieve that,” Luca de Meo, Director of Marketing, Volkswagen Group and the Volkswagen Passenger Cars brand, explained.

With "Think Blue." Volkswagen is addressing how individual mobility and sustainable action can be harmonized. That not only includes developing eco-friendly products and technologies as well as resource-efficient production methods. With "Think Blue." Volkswagen is also seeking to heighten public awareness for sustainable action. Back in February 2010, "Think Blue." became the umbrella for Volkswagen’s activities relating to sustainability. The long-term project has been rolled out in more than 30 markets. "Our new ‘Think Blue.’ campaign aims to attract even more attention, because ‘Think Blue.’ thrives on the dialog with our customers and the integration of their ideas," de Meo commented.


The TV spot creates a symphony on sustainability using the unusual presentation technique of "music painting". The spot tells the story of fuel efficiency at Volkswagen, from "Think Small" to "Think Blue." Product and technology highlights from the recent past, present and future are drawn on a sheet of music accompanied by a contemporary cover version of the Beach Boy’s classic "Wouldn’t it be nice". The new spot already debuted in Australia on July 1. The German premier will be followed by the launch in other European countries and on other continents before the end of this year. The various print ads also provide a creative presentation of the company’s approach to sustainability.

The website at www.volkswagen.com/thinkblue went online on May 23. Visitors to the website can learn more about ecological sustainability, pick up fuel-saving tips or discover the global "Think Blue. Projects", one of which is the "Fun Theory", which is based on the idea that something as simple as fun is the easiest way to change people’s behavior for the better.

| Volkswagen