VW World Of Think Blue

Objective

Volkswagen launched the 'Think Blue' global environmental initiative to promote eco-friendly driving and environmental consciousness. In Singapore, Tribal DDB created this interactive experience to make learning about sustainable driving fun and engaging for a social media audience, while positioning VW as an environmentally responsible brand.

Solution

World of Think Blue was a social-media-driven virtual road trip where players invited Facebook friends to join interactive journeys across Singapore using Google Maps and Street View APIs. Players progressed through checkpoints with 'fuel challenge' games designed to teach eco-driving principles. Players selected a Volkswagen model and customized their route, with winners earning chances to win a weekend drive with VW. The experience also encouraged sign-ups for Volkswagen's Eco-driving Programme, taught by certified instructors.