The campaign first launched with three national TV spots to build awareness of the new technology. Banners, DM, POP and OOH quickly followed, directing consumers to tdicurious.ca, the official voice of TDI (and unofficial voice of diesel) in Canada. The blog was, and continues to be, a frank, factual conversation between Volkswagen and all curious consumers, and has grown to include such useful tools as a TDI Comparator (see how your car stacks up in a side-by-side comparison), a diesel service station locator and an efficient driving forum. It has become much more than an “advertising” tool and is used by thousands of Canadians as a reference for all things relating to eco-friendly driving.

Despite current automotive market conditions and an unusually high price of diesel fuel (higher than gas for the first time in recent memory), TDI Clean Diesel sales are meeting or exceeding sales targets in all Canadian markets. More specifically, the TV ads have not only been picked up independently by several national cultural blogs, they’ve got the award season off to a great start, picking up two prizes at Quebec’s Créa awards (for the individual “Office” TV spot and the campaign as a whole). The tdicurious blog meanwhile continues to grow and build upon its initial success (with over 40,000 unique visitors one month after launch).