Launched in the second of week of December 2011, the campaign is based on the international format followed for the company's television commercials, wherein stop-motion animation is used to tell the story of the brand's evolution, and promotes the brand's philosophy of environmental sustainability 'Think Blue'.
As part of the campaign, a Beetle was created out of scrap ranging from discarded mother boards, keyboards, disposed machinery parts, mobile phones, cans, plastic bottles, cassettes, and wires. It took 15 days to execute the creative.
The creative was first exhibited at the Auto Expo 2012 in Delhi. Subsequently, it was installed at the Indira Gandhi International Airport (IGIA) T3 Terminal for a period of 12 days. At T3, the agency installed a giant screen which showcased the 'Think blue' TVC, as well as the making of the Beetle. The screen also ran live feeds from the Facebook page. At the venue, pictures of passersby were given out in custom-made 'Think Blue' photo jackets, along with branded mementos. A kiosk provided information about the 'Think Blue' philosophy.
Later, the Beetle creative was taken to Mumbai and installed at the Mahim Causeway on January 16. It will be there for 18 days.
Bishwajeet Samal, head, marketing communication, Volkswagen India, says, "Our aim was to create buzz and drive home the message of 'Think Blue. Drive Blue' through OOH innovations like the Beetle art piece constructed out of scrap, apart from branding a Delhi Metro with the 'Think Blue' message, and create the ugliest billboard in New Delhi from garbage collected from cleanliness drives in New Delhi."
The agency also branded large fences at Inorbit mall, Mumbai, IGIA T1 terminal, Travelators at Delhi airport at T3, gantries, billboards, unipoles, metro panels, pillars, dome panels, and facades.
Vikas Nowal, vice-president, Mudra Max, remarks, "We wanted to ensure that the Volkswagen campaign receives equal prominence across media. Therefore, the need was to create disruptive opportunities for the message to hit home. The Beetle installation is something we are extremely proud of achieving, and is the best embodiment of the iconic brand that is worthy of the cause as well."