Stating that a vehicle has "0,38 fuel consumption" may not mean much to most people. Volkswagen were determined to show consumers just how little fuel their Golf BlueMotion consumed, and did so with their game of BlueMotion Roulette. They sent the vehicle on a journey up the Norwegian equivalent of Route 66 (called the E6) with a full tank of fuel, letting consumers bet online where the car would putt out. The person with the winning bet would win the vehicle!
The map was divided up using Google Maps and Streetview where participants could cast their vote. Only one vote was allowed per person, which prompted research into finding out as much about the car as possible. Participants were able to track the journey on google maps to see how the car was going, and were also able to see the fuel levels and how far they had driven. The VW finally ran out at 1,570km (which means it could drive the equivalent of Oslo to Narvik on a single tank – a feat that's totally worth bragging about!).
The Green Room Verdict: Volkswagen managed to prove that "0,38" is more than just a number – in fact, it's a number to be proud of when it comes to fuel consumption. This campaign got consumers interested and involved in the Golf BlueMotion, creating a buzz amongst people who may not usually be that interested in motor vehicles. You can view the commercial that aired for the competition here.
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