OUR APP HELPED CONSUMERS SAVE MONEY, SHOW OFF, AND TAKE ON THE WORLD

We created 'Blue Mobility', the first in-car mobile app in China to track and analyse real-time driving behaviour using GPS. All the driver had to do was press stop when he or she reached their destination.

The first benefit was a score for eco-driving performance and tips on how to do better and save money.

The second benefit was social bragging rights. Blue Mobility connected directly to China’s booming microblogs and social networks, making users the stars.

We promoted the app via VW’s customer database, in-app ads, in key auto verticals as well as advertorials on key WAP-sites.

Finally, we challenged China to take on the world at eco-driving – the best Blue Mobility performance would win them a chance to compete in an all-China final, with the winners participating in the Think Blue World Championships.

HUGE TAKE-UP UNDERLINED VW’S COMMITMENT TO ITS CUSTOMERS

- The app generated nearly 800,000 downloads, more than eight times the best previous app performance in the auto category.

- More than 2.1 million kilometres were driven using the app – the equivalent of travelling nearly 52 times around the world.

- Drivers who used the app reduced their fuel consumption by an impressive 5% - around $11,000. That's 8,516 litres of fuel saved, equivalent to driving an additional 100,000 kilometres.

- We attracted nearly 8,000 comments and shares through social networks.