VW BlueMotion Roulette
We took E6, the Norwegian equivalent of route 66, and made it into a roulette board using GoogleMaps and StreetView. A TV commercial was aired, informing Norway that a fully tanked Golf BlueMotion would drive northbound from Oslo. Our audience were urged to place a bet on where the car would run out of fuel. If you got it right, you got the car.
Close to 50 000 Norwegians placed their bets, and roughly the same number of people visited the campaign site at the day of the drive. If Norway was as big as America, that would translate to 3 million people watching a seemingly ordinary car driving for 27 hours. More than 6000 posts were written on BlueMotions Facebook page the same day.
The average player thought we could get around 1300 km out of our Golf Blue Motion. They were far to pessimistic. The car kept going, until it finally came to a hault 1570 km north of Oslo. That’s roughly the distance from Oslo to Paris, which in turn is a lot more memorable than 0,38.