The briefing was to make people aware of the fuel-efficient Passat BlueMotion. You only need to stop for gas once every 1370 kilometres. We decided to approach people at the moment that they are most aware of this. When they stop for gas.

Therefore we made BlueMotion candy bags. Giant candy bags placed next to the regular candy, which people could actually buy. ‘Fill up only once every 1370 km. The Volkswagen Passat BlueMotion.’

Consumers responded very positively to the candy bags. Due to the giant candy bags the awareness of the fuel-efficient Passat BlueMotion among people stopping for gas was more than 90%.