Put together a real sized Beetle made entirely of scrap along with a holistic mix of media elements
BestMediaInfo Bureau | Delhi | January 25, 2012
Mudra Max has exclusively 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 the Volkswagen brandâs evolution as a responsible brand leveraging the âThink Blueâ philosophy.
Mudra Max and Volkswagen installed an exceptional art-piece of theÂ iconic Beetle created wholly out of scrap collected from various Think Blue clean-up drives undertaken by Volkswagen at different locations. The concept has given life to life-less objects that have been discarded and are awaiting their inconsequential end. Â The ideation took day and night efforts of a Â team who worked for 15 days to Â put together a real sized Beetle made entirely of scrap ranging from discarded mother boards, keyboards, disposed machinery parts, mobile phones, cans, plastic bottles, cassettes, wires etc. To maximize impact and reach,Â the Delhi 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 Volkswagenâs micro-site and pages on facebook, cameramen to capture pictures of passersby and giving them away in custom made âThink Blueâ photo jackets as mementos, with promoters engaging people to a classic steel plated information kiosk on the heritage of Volkswagen and Think blue. 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. Taking the display of the art-piece forward, the Beetle was brought back to Mumbai and is now exhibited atÂ Mahim causeway- One of the most significant junctions in the city catering to high decibel traffic and footfalls all day long. This would further heighten the impact and buzz created by the art-piece and would create talking points around the brandâs philosophy of Think blue and achieving sustainability while creating something beautiful.
A concept ofÂ âFence brandingâ preceded the entire âThink blueâ activity. A global template campaign of Volkswagen was rolled out worldwide on 15 December 2011. Â The primary requisite was continuous running space which would complement the âstory tellingâ 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 entireÂ Delhi Metro train was wrapped with the âThink Blueâ story to create higher impact and interest. This was coupled with a block-out media presence across significant stations of the Delhi metro & DAME.
Speaking on the execution, Vikas Nowal, Vice President, Mudra Max-OOH on behalf of the Mudra Max team has the following take on the activity ââWe 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 brandâs 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 brandâs message to a wider audience, through unexpected avenues, keeping the innovative spirit alive and kicking.â
Bishwajeet Samal, Head of Marketing Communication at Volkswagen India,Â âOur aim was to create buzz and drive home the message of âThink Blue. Drive Blue.âWith Out of Home activations like the Beetle art piece constructed purely out of scrap, branding of a Delhi Metro with the âThink Blue.â 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 âThink Blue.â philosophy in India.