Many briefs require the communication of specific information. But some facts could be very abstract. One way of making numbers more meaningful is to create your own set of parameters, use familiar —yet unexpected— comparisons and magnify the facts.
This promotion created for Volkswagen’s was aimed to highlight the low fuel consumption of its proprietary BlueMotion technology: 0.38 liters of diesel per metric mile. Right, so what?
To get people’s full attention, they transformed one of Norway’s main highways into a giant roulette using Google Maps and Street View. They set a VW Golf with full tank to run on it and people could bet on which square it would run out of fuel. People could get on their website and learn more about BlueMotion in order to improve their chances of winning.
The whole of Norway witnessed the trip live on the campaign website and saw the Golf driving 1570 Km on a single tank of fuel. Now the fact became very tangible.