No matter how complex modern media has become, this campaign is a great demonstration thatthe medium is still the message – a perfect example of media channels not just delivering themessage but also bringing the essence of a product to life themselves.

Background:

As part of its commitment to being carbon neutral by 2050, VW developed the ID.3, the world’sfirst fully electric car to be produced and delivered 100% net carbon neutral.
Our task for 2020? Demonstrate VW’s eco-credentials and deliver 2020’s sales targets in thetoughest trading conditions imaginable.

Creative Idea:

When a brand has had negative PR around its eco-credentials - as Volkswagen has in the past -you need to work harder than the competition to re-earn trust.
Because consumers who value the environment hold brands to higher standards.
• They’re 60% more likely to look for substantiation of claims & certification on products beforethey buy
• They’re 70% more likely to buy products which demonstrate to others what they believe in
• And they are a group who hold brands to the greatest account on sustainability. (Source for all:TGI)
The eco-friendly target audience for the all-electric ID.3 isn’t an audience who have the woolpulled over their eyes.
That meant our launch media campaign had to go BEYOND delivering the message in the rightmedia.
It had to prove Volkswagen’s commitment through actions – our choice of media - not just thewords on the ads.

Strategy:

Volkswagen’s new ID.3 is made and delivered net carbon neutral.
But there’s no point in selling the environmental benefits of Volkswagen’s electric mobility if themedia plan isn’t environmentally friendly.
So, we set out to create a launch media strategy that was as clean as the ID.3 itself.
That’s why we made the decision to USE CHANNELS THAT NOT ONLY DELIVERED THESCALE NEEDED FOR A BRAND-NEW CAR LAUNCH but to also USE THE CHANNELS THATHAD THE LEAST IMPACT ON THE ENVIRONMENT.
Our strategy would see product benefit, brand message and media placement all acting inperfect harmony - going beyond words and deliver Volkswagen’s eco commitment through everyfacet of the comms plan.

Execution:

EATING POLLUTION
The literal poster boys of the campaign were a series of OOH murals.
In major cities across the UK, we painted mural ads for the ID.3 using a unique air purifying paintcalled Airlite.
This meant that the ads for the ID.3 were actively ‘eating’ pollution from the air.
Every 100 square meters of paint used delivered the same effect as if we’d been able to plant100 square meters of mature woodland.
When the launch campaign ended, we left a clean air legacy by painting over the murals withwhite Airlite paint which would continue the job. Across a year offsetting the emissions of 18 cars.
We also extensively used carbon-neutral digital OOH locations which only use green energy topower their screens.
Finally, we delivered a time-lapse video of the mural sites being painted and ID.3’s message ofcarbon neutrality across TV, Social and VoD.