Sustainability in marketing

Campaign: Blue Mobility App

Client: Volkswagen China

WPP Company: MediaCom China

Air pollution is a growing problem in China. As China’s biggest car manufacturer, Volkswagen aims to contribute to a sustainable future. The brand developed the Blue Mobility app to help drivers reduce fuel consumption by tracking and analysing real-time driving behaviour, and offering practical advice.

Volkswagen enlisted MediaCom China’s help to raise awareness of the initiative through an integrated digital approach leveraging mobile media, social media and VW-owned media. The app was promoted via in-app ads, targeting the most popular apps to boost take up among regular app users.

To increase further buzz around the initiative, MediaCom also connected the app to China’s booming microblogs and most popular social networking sites enabling users to share their achievements and tips with friends. A contest was held to identify and award the most environmentally friendly drivers in China.

The app was downloaded over 1 million times and there were over 200,000 comments on social networks. Drivers who used the app travelled almost 2 million kilometres and reduced fuel consumption by 5%, the equivalent of 10,000 litres of fuel.